Mabox are a melting pot of ideas for this chocolate-inspired Rezidor campaign.
The campaign spearheaded an innovative approach at a time when there was a plethora of competitor discounts in the MICE market, a problem intensified by shrinking opportunities, created by the looming economic downturn.
Rezidor briefed Mabox with the guiding inspiration for a prize draw - 'something with a Willy Wonka buzz!' The result was the inspirational and quirky Golden Chance themed campaign. Communicated through a multi-tiered approach: which included a dedicated website; range of direct mail materials, posters and flyers to drive agency registrations; Gold, Silver and Bronze draw tickets and, specially branded chocolates. Including '£50,000 worth of prizes', it really was an exciting prospect in a market saturated by generic discount offers.
The results spoke volumes - 365 website registrations, representing 15% of the market; DM items and chocolate were delivered to 600 agencies over a two day blitz; 210 agencies went on to take part in the promotion, of which 29% were new agency contacts for Rezidor! Not only great for future business development, Golden Chance generated sales contributing to an outstanding ROI of 3100%.
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