The Narnia film was launching at the perfect time. "Turn Your World White" was developed as the theme tying in with the film's storyline of the witch casting a white winter spell on Narnia. The main incentive "Win a White iPack Everyday" was created resulting in a campaign with relevance between the prize and the property. There were also tickets to see the movie to be won everyday and a major prize competition of $100,000.

We implemented the campaign across 120+ packs, major POS and displays in-store and outdoor, on-line and tv media.

1,645,539 people entered the competition with over 530,000 via sms and 1,108,342 via web. To date over 150,000 people have entered the major prize draw via mail. With a population in Australia of only 20 million, this is a huge entry result!The sales growth targets across all brands were more than realised!

Due to the success of this promotion, we have already been briefed to do next year's campaign!