#SooperHaiCricket Campaign Review
There are a number of factors that gather our nation as one, unified force and cricket is one of them. From keeping the audience glued to their screens while jeering slogans of appreciation or discontent for the players, the game has kept the momentum going since ages.
This year, a number of brands have instilled the cricket feel in their campaigns by leveraging terms that trigger top of mind recall and add up to the excitement of the most admired sport in Pakistan. Peek Freans Sooper, the number one biscuit selling brand of Pakistan has started a promotion for cricket lovers across the country, leading to a great deal of engagement by delighting customers.
The first phase of the campaign started on February 12, 2015 and will end on March 7, 2015; the second phase is going to kick start on March 8, 2015 and will continue till March 28, 2015 with many giveaways to flaunt off while enjoying the World Cup cricket matches. With the mobile based activity started by the brand, consumers can text message various codes on Sooper packs to 8398 for an interactive question/answer session related to cricket. The most active participants will be qualified for a lucky draw for a chance to win the grand prize; this includes cash equivalent to the amount for airfares to Australia for 10 winners; similarly, the 500 runner-ups will be entitled to receiving prizes such as, smartphones, branded gear and kits.
Sooper also being active on social media has gathered a great number of audience thus enjoying virality, thanks to the campaign specific hashtag, #SooperHaiCricket.
Just over the weekend of it’s launch, it bagged almost 5.5 million impressions, reaching nearly 1.5 million accounts on Twitter. In a world of consumer marketing where it’s all a matter of relationship building with the end consumers, the brand has played a significant role in interacting with the target audience and letting them know that it has as great a role to play in enjoying the game as them being cricket enthusiasts.
Launched in 1996, Sooper was the first Egg & Milk cookie, a plain sweet biscuit with a unique texture that delivers a melt-in-the-mouth feeling. The year, 2013, witnessed the launch of a new flavour, Peek Freans Sooper Elaichi (cardamom) that was equally appreciated by the consumers representing various socio-economic groups of the society. It has been calculated that almost 20 million Sooper cookies are consumed on a daily basis. The brand also got elected as the second most favourite biscuit brand in Pakistan during the Brand Elections conducted by MEMRB.