Brand activation, with remarkable, interactive and personal campaigns. Icemedia, creative partner of TNT Post keeps on doing this. Mail is often a good extension of online marketing.

Dirty hands contest wins sympathy
The Unicura hand soap is used by many young families. But how do you stimulate young children to wash their hands with soap? Icemedia invented the washyourhands contest and the site: www.wasjehanden.nl. Managing Director Thijs van Schothorst: "Visitors could upload their own dirty hands-pictures and vote for their favorite photo. By doing this they could win prizes and also received a free personalized Unicura-label with an own picture. A nice surprise in the mailbox! Via channels like e-mail, banners at Hyves and Zylom, and stickers on the Unicura soap dispensers, people were drawn to the website. We also aimed at word-of-mouth. That worked out well: almost two-third of the visitors knew to find the website by tips of friends and relatives.” The figures speak for themselves: in two months, more than 43,000 people visited the site, who ordered more than 10,000 labels. The most important result: a large majority of the participants is willing to recommend Unicura to others after the campaign!

Z@PP ID is a success

Also the young target group of Z@pp loves it to create something online which is delivered at home by mail. A recent campaign that Icemedia developed for the television channel, introduced the new Z@pp cartoon figures. When children tested which character suited them best they received their own contact-cards with a visual of B.B., Lizz, Chica, Spark or Olec. Van Schothorst: “The strategy was also in this case: create enthusiasm within a limited group of people and stimulate the viral effect. What especially helped was the Hyves-gadget that children could place on their Hyves profile page. Friends could immediately click through to the Z@pp campaign site.” After two months almost 12,000 kids were the owner of personal Z@pp iD-cards.

Source: TNT magazine, April 2009