Vivartia
“Moltodromia” 2007For the third year in a row, Vivartia (formerly Chipita) assigned to Upstream the design and implementation of an SMS promotion for its Molto and Moltoway brands.
ObjectivesThe promotion aimed at driving sales by offering a clear value added in every pack. This year’s innovative prize structure was particularly targeted at increasing the audience’s frequency of participation.
The Campaign
Starting April 23rd and for 100 days, consumers were invited to send via SMS to a pre-assigned short code, the unique code found in Molto and Moltoway packages.
The idea was that each Molto croissant was unique and tied to a different surprise: by sending the code found on each Molto pack, consumers were about to “unlock” another Molto secret…and who knows? Maybe one of the grand prizes! Hidden in thousands of Molto packs were jeeps, trips to New York and other cool prizes, of a total value exceeding €300,000.
Everybody WinsThroughout the promotion, all participants won high-quality mobile content. Realtones, Polyphonic Ringtones, customized Java Games as well as Backgrounds, Wallpapers and Themes were created by Upstream, specifically for Moltodromia. The appeal of the custom made mobile content amongst participants had a visible effect on frequency of participation.
Final results were absolutely positive... Upstream performed impressively in analyzing the traffic results, and modifying the campaign management strategy 
“Moltodromia” 2007For the third year in a row, Vivartia (formerly Chipita) assigned to Upstream the design and implementation of an SMS promotion for its Molto and Moltoway brands.
ObjectivesThe promotion aimed at driving sales by offering a clear value added in every pack. This year’s innovative prize structure was particularly targeted at increasing the audience’s frequency of participation.
Starting April 23rd and for 100 days, consumers were invited to send via SMS to a pre-assigned short code, the unique code found in Molto and Moltoway packages.
The idea was that each Molto croissant was unique and tied to a different surprise: by sending the code found on each Molto pack, consumers were about to “unlock” another Molto secret…and who knows? Maybe one of the grand prizes! Hidden in thousands of Molto packs were jeeps, trips to New York and other cool prizes, of a total value exceeding €300,000.
Everybody WinsThroughout the promotion, all participants won high-quality mobile content. Realtones, Polyphonic Ringtones, customized Java Games as well as Backgrounds, Wallpapers and Themes were created by Upstream, specifically for Moltodromia. The appeal of the custom made mobile content amongst participants had a visible effect on frequency of participation.