CAMPAIGN FACTS

• Online: 116,000 unique visitors / 480,000 pageviews
• Offline: 30,000 consumer activations / 490,000 skins impressions
• Database: 30,000 records

OBJECTIVES AND TARGET GROUP
•  Reach a target group consisting of young females in the age of 15 – 25 years
•  Create awareness in young female target group
•  Branding and positioning the brand “Mio Amichi”
•  Generate a database
•  Increase viral marketing and web traffic on www.mioamichi.com

CAMPAIGN SET UP
Customers and potentials ordered their Scratch & Sniff icecards on the by Icemedia specially developed website www.mioamichi.com and in 2 weeks, they could pick up the “set of icecards” in their mail box. By scratching the surface of the cards they could test and enjoy the fragrance (Scratch & Sniff concept).

In addition, the Scratch & Sniff icecards campaign was complemented with banners on www.msn.es. and www.yahoo.es.

To get insights into their social lives, and into how consumers heard about the fragrance, a small questionnaire was included in the ordering process. Finally, Icemedia agreed with the brand to launch a telepromotion with the serial “Ana y los Siete” and a special mention special (5 seconds) in a commercial of the fragrance.



CAMPAIGN RESULTS
The Scratch & Sniff icecards concept for “Mio Amichi” proved to be very effective. 630,000 (30,000 sets) Scratch & Sniff contact cards were ordered and distributed.

The brand “Mio Amichi” was strongly reinforced in the 15-25 female target group. The average age of respondents was 21.6 years, peak lying at 23 years. A 25,000 (87.5%!) opt-in data base was generated, allowing for further marketing initiatives, like the promotion for a new magazine called www.cherry-magazine.com. The campaign resulted in a strong increase in sales of the “Mio Amichi” fragrance.