Classmate, the stationery product brand from ITC Group, launched a consumer purchase-linked loyalty programme to drive trials and sales. Through the ‘Classmate – Get Set Score’ activity, the brand’s target audiences got an opportunity to earn points for every purchase of Classmate stationery products. These loyalty points further offered them an opportunity to win gifts.
Candid Marketing executed the initiative for Classmate.
Commenting on the campaign, Karan Kumar, Marketing Manager, ITC Education and Stationery Product Business said, “We are very excited about the Classmate campaign. Not only is the target consumer incentivised to try our extended stationery products range, we have also constructed the campaign in a manner that it meaningfully reaches, engages, and rewards consumers across multiple touch-points. We expect to reach out to more than 3 lakh students, seeding both our product line as well as Classmate’s powerful brand proposition of ‘celebrating uniqueness’, which continues to register significant resonance since it was unveiled earlier this year.”
The 12-week campaign began on October 1, 2012 and was promoted across 12 cities through on-ground and online initiatives. On-ground activities included school contact programmes, a ‘Feet-on-Street’ activation, and tie-ups with Café Coffee Day. In the online space, initiatives included a dedicated microsite and a mobile phone version, digital marketing on Google, Facebook and Twitter, besides e-mail and SMS marketing.
The School Contact Program (SCP) covering more than 200 schools across 12 cities, whilst driving awareness on the overall campaign, centered on Classmate’s brand sign off ‘Because you are one of a kind ’.
Amrita Kumar, Managing Partner, Candid Marketing said, “We have been associated with ITC Classmate since last year and have conducted various integrated campaigns for them. The Classmate ‘Get Set Score’ campaign is gaining high visibility and delivering on all action standards set. It’s exciting to execute this campaign across multiple and exciting media touch-points that we have conceptualised.”
Students were asked to write a short essay on ‘Why they are unique’, with winners being given Classmate gift hampers. Besides the SCP, the ‘Feet-on-Street’ activity engaged students with hand-held tablets across a mix of hot-spots, encouraging them to know more and participate in the programme. Classmate ‘Get Set Score’ merchandising was also displayed across 50 strategically chosen CCD outlets in metros, tier I and tier II cities – in the form of tent cards, beverage cup tags and sleeves.