Due to the successful collectibles’ promotion that Boost did for the Russian retailer Lenta in 2016, they decided to give it another go in 2017. They asked Boost to create a new line of miniature products and in October and November, the Mini’s were available in both Lenta hypermarkets and supermarkets throughout Russia.
Several FMCG took part in this promotion, which resulted in 32 miniature products. They are exact copies of real products, made of different materials like plastic, foil or carton. Even a few products of Lenta’s own line became miniature products. Kids were able to collect miniature juice, shampoo, shower gel, milk, pizza, a toothbrush and even a mini-multicooker. Lenta completed the collectibles’ promotion with additional merchandising for children to play in their own supermarket.
The collectibles’ promotion was held over a period of 6 weeks. With every 1000 Rubles (approximately €15,00) in hypermarkets and 500 Rubles (approximately €7,50) in supermarkets, customers received one flowpack. When buying certain FMCG goods that changed weekly, customer received an additional flowpack. Lenta also organized two swapping days, which were very successful and gave children the opportunity to finalize their collection.
Boost conducted a research among almost 3000 shoppers in Russia during the promotion. Almost 70% of all shoppers took part in the promotion and collected the Mini’s for themselves or others and more than 93% was positive about the campaign. Most shoppers (87,7%) also stated that their shopping behaviour and purchases have been affected by the promotion, either in amount spent or in frequency.
You can watch the commercial here : https://www.youtube.com/watch?time_continue=3&v=5y1wRDX-pPM
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Business Development Manager Russia & Baltics