Eagle Eye, specialist in digital promotions validation and redemption, has partnered with Mediavest to launch a cutting edge digital campaign for Nicotinell, enabling the brand to track the customer journey from online activity through to in-store sales in real-time.

This will also be the first UK national campaign where coupons are redeemed in Asda via a smartphone and 2D scanner capability.

For the next two months until the end of February, the campaign will dynamically serve digital content to targeted consumers based on their previous online history and location data, with the aim being to drive online activity through to in-store purchases.

Consumers will be served a message allowing them to download a £2 off coupon and store it in their passbook or digital wallet. They will also be able to view an interactive map pointing them to their nearest Asda store where they can redeem a coupon for a Nicotinell Lozenge product.

Eagle Eye’s AIR platform is being integrated into Asda’s Point of Sale system to verify that coupons are valid and that the relevant product is in the shopping basket.

Eagle Eye’s integration into Mediavest’s tech stack will enable Mediavest and Nicotinell to see which channels are working the best, allowing them to optimise campaign messaging in real-time to enhance ROI. This data, including date and location, can then be used in a re-marketing campaign to consumers fitting a similar profile.

Duff Borer, Business Director, Mediavest, says: “This is a ground-breaking initiative that will provide real-time analysis of the campaign’s success. Traditionally, demonstrating the immediate effectiveness of digital advertising on sales has been a challenge; however, this collaboration with Eagle Eye will allow us to measure the campaign in real-time, providing for the first time the capability to track online activity to in-store behaviour.”

Phill Blundell, Chief Executive at Eagle Eye, adds: “Recognising the need for relevant, timely incentives is the cornerstone of providing the customer with an offer they will be interested in redeeming. As our codes are verified against the basket data in real-time we can also eliminate any fraud or mal-redemption, ensuring the correct product and brand is being purchased.”

Eagle Eye supports the distribution of mobile and online coupons and vouchers for loyalty and shopper marketing. Redemption is handled via retailers’ smartcard ‘chip and pin’ validation systems, meaning there is no need for additional hardware in store.

Last week, it announced the appointment of former Tesco Deputy Chief Executive Tim Mason as its new Chairman.

In July 2015, it signed a massive deal with Sainsbury’s to handle mobile coupons. It already had a similar deal with ASDA and works with Marks & Spencer, Greggs, Mitchells & Butlers and Pizza Express. It has strategic partnerships with Toshiba, K3 retail, Zonal, and Comtrex.

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E-cigarette brand VIP has given away 10,000 vaping starter kits within 24 hours, after a new UK-wide marketing promotion, The Great VIP Giveaway, kicked off with a TV ad on ITV1 at 9.15pm on Wednesday 9th December.

The first TV ad aired shortly after the watershed with subsequent ads running until 11.00pm. Viewers were given a special code and the first 10,000 new customers to redeem the code on VIP’s website received a free vaping kit, worth £29.99 each.

The campaign was created by integrated brand communications agency 438 Marketing, based in Knutsford, Cheshire. It includes TV, radio, press and digital, with the agency producing all elements of the campaign including strategy, creative, production and media booking, plus consultancy on the complex and sensitive issues that surround this product category.

438 Marketing had advised VIP that the campaign could generate high demand; however, with up to 4,000 hits per second on the brand’s website, demand was even greater than expected and some customers were unable to get onto the site. The brand is now offering 50% off starter kits purchased through the website as a thank you to customers for their patience.

Miguel Corral, co-founder of VIP, says: “The success of this campaign is phenomenal and shows more demand for this product than we had even anticipated. Smokers desperately want to give up and that’s why we stepped up with this campaign just in time for the New Year, which is obviously one of the most popular times to try and give up. The NHS doesn’t currently offer free vaping kits to those who need them, but it’s widely agreed that they play a major role in helping people to quit smoking.”

Andy Whitmore, 438 Marketing director, adds: “We always knew that this integrated multi-media campaign would be a big hitter; concentrating it into a short window in the busy pre-Christmas schedule and spanning TV, radio, press, PR, online, social and in-store activity. It’s hit consumers at exactly the right time – ahead of New Year when thousands of people will vow to give up smoking cigarettes. However, we’re absolutely astonished at the sheer volume of traffic we’ve generated – evidence that with the combination of a great product and outstanding campaign planning you can achieve results that can exceed all expectations.”

438 Marketing has worked with VIP Electronic Cigarettes for more than two years.

Figures from public health charity Action on Smoking and Health (ASH) showed that, between 2012 and 2014, the number of e-cig users rose from 700,000 to 2.1 million, equating to a three-fold increase. Meanwhile, the prevalence of cigarette smoking continues to steadily decline, falling from almost a quarter of adults in 2007 to 18% in 2015.

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