Britain's next Actimel flavour

We’ve recently been heavily involved in a pretty strategic online campaign for Danone Actimel. They wanted to bring out a new flavour to add to their range of hugely popular probiotic yogurt drinks.

So being Britain’s favourite they decided to ask the nation in an online vote designed, built and managed by Lion.

Microsite

The first part of the campaign was a the voting microsite.

All of the 13,684 votes were stored in a database and people were given the opportunity to win a prize if they left their information behind. 10 lucky winners did this and won a years supply of Actimel.

Online Banner Advertising

To let people know about the vote we designed and built a series of Flash banners which were deployed on many of the leading internet advertising portals including Hotmail. The animation below was one of the banners that we created.

E-Newsletter

We gathered well over 6000 email addresses during the competition. We never send out email communications without first asking permission so all the competition entrants opted in to receive further news from Actimel. The competition was the first step in building a database of consumers to communicate to throughout the year. The actimel.co.uk website also features a subscribe page which integrates directly into ONE list. We designed and distributed the email below to firstly let the competition entrants know which new flavour would appear in the shops and also to announce the competition winners.