The Fridge
Client: Tnuva
Technology: HTML, management system
THE CONCEPT
During the promotion period, every customer who purchased the company's products above a certain amount, received an access code. Each code granted a single access to an online trivia game in a dedicated minisite we've built. The quickest visitor to answer 4 questions each day received a brand new refrigerator filled with Tnuva products delivered to his home.
THE TECHNICALITIES
Our designers had to make the system intuitive and friendly to users of all ages. To validate each access code, our system used a dedicated API to connect to the client's side which held the data. The activity was designed for both web and mobile viewing. As it turned out, almost one quarter of the users accessed the activity via a mobile device (a tablet or a smartphone), a trend we see growing rapidity over time.
THE BOTTOM LINE
Traditionally, when it comes to companies of Tnuva’s caliber, nationwide promotional campaigns are accompanied by expensive ATL advertisements. However, this campaign was launched without using mass media, and was only promoted locally in the stores (BTL). Regardless to that fact, the participation rates went over the roof and made it one of Tnuva's most successful online campaigns thus far.