Case Study – A Triple Collaboration:
Milka, Hoogvliet Supermarkets, and Phantasialand
Introduction
Sapphire Holding brought together Phantasialand, Milka (Mondelez), and Hoogvliet Supermarkets for a unique marketing campaign that showcases the power of collaboration and exclusive promotions. This campaign was more than just a promotion; it was a strategic partnership between three brands, each engaging and exciting their own target audience.
The result? An engaging competition with national attention in the Netherlands, attractive benefits for both winners and losers, and a successful expansion of Phantasialand’s brand awareness and exclusive ticket sales through Sapphire Holding’s closed channel.
The Challenge
- For Phantasialand: Strengthening brand awareness and reaching a new audience in the Netherlands through a targeted marketing campaign.
- For Milka: Associating their brand with a beloved leisure activity to increase brand recognition and customer loyalty.
- For Hoogvliet Supermarkets: Creating additional engagement and activity in their stores through an attractive promotion with chances to win.
- For Sapphire Holding: Maximizing the use of the closed platform by combining unique access codes with an attractive follow-up promotion for losers.
The Solution: A Synergistic Marketing Campaign
- The Milka Contest:
- Action Location: More than 150 Hoogvliet supermarkets in the Netherlands.
- Mechanism: Hoogvliet customers could enter the contest by answering a set of questions about Milka.
- Prizes:
- Grand Prize: Free entry tickets to Phantasialand and a stay in one of the park’s iconic hotels.
- Consolation Prize: Losers received a unique code granting them access to the most affordable ticket prices through Sapphire Holding’s closed platform.
- On-site Promotion:
- A prominent POS (Point of Sale) stand in the supermarkets featuring Milka products and visuals of Phantasialand.
- Phantasialand was prominently featured with captivating visuals that brought the park experience to life.
- Unique Access Code After the Contest:
- Contest losers received a unique access code from Milka.
- With this code, they could purchase discounted tickets for Phantasialand through Sapphire Holding’s exclusive website.
- This ensured that even the losers experienced lasting value, while Phantasialand attracted additional visitors.
- Sapphire Holding’s Closed Channel:
- A special page was created on Sapphire Holding’s exclusive website for the promotion.
- This page not only provided losers with access to discounted ticket prices but also highlighted the value of exclusive offers within the closed platform.
Results
A Win-Win-Win for All Parties: The collaboration between Milka, Hoogvliet, and Sapphire Holding created value on several levels:
- For Phantasialand: Increased visitor numbers and brand awareness in the Netherlands.
- For Milka: A successful promotional campaign that engaged customers and put Milka products in the spotlight.
- For Hoogvliet: Additional traffic in supermarkets thanks to the promotion and prominent POS stands.
Engagement of Losers:
The unique access code provided contest losers with an exclusive opportunity to still gain discounted access to Phantasialand. This created a positive experience, even for those who didn’t win the grand prize.Sustainable Collaboration:
This campaign demonstrated how different brands can collaborate to serve a shared audience while simultaneously achieving their own goals.
Why this works !
The strength of this marketing campaign lies in the synergy between the brands. Milka provided an appealing brand experience, Hoogvliet offered a physical location for activation, and Sapphire Holding created a digital solution that emphasized exclusivity and value. Phantasialand, as a beloved amusement park, formed the central theme that brought all parties together.
This marketing campaign is a prime example of how three parties can join forces to create a campaign that is both impactful and profitable. By combining exclusive access, strategic branding, and a customer-focused approach, both consumers and participating brands were rewarded.
