Tuesday, January 30, 2007

Pay By Touch B.A.R.C.'s up the Right Tree

Last November and December, Pay By Touch "embarked" on a holiday marketing campaign in conjunction with the Greater Chicagoland Jewel Food Stores.

As mentioned in this blog previously, it was tabbed as the "Touch of Holiday Cheer" campaign including frequent appearances by quasi-celebrity, Paige Davis, but more importantly, also included a sizable check in the amount of $10,000 which was a donation to the Greater Chicago Food Depository. (Click to watch a YouTube video of Paige Davis presenting the check)

The company behind the campaign was B.A.R.C. Communications and pictured on this post are some samplings of what they put together for PBT...

From their website:

"B.A.R.C. was challenged to deliver an integrated communications program that would drive usage and enrollment while reinforcing the speed, ease and safety of the PBT service during the busiest shopping time of the year, November and December.

Since the opportunity was focused on a specific partner, the Jewel Osco supermarket chain in the Chicagoland area, B.A.R.C. was able to provide consistent, relevant and meaningful messages across a variety of media that would generate awareness and response in a cost effective manner.

The promotion consisted of a sweepstakes for a very desirable prize: a year’s worth of groceries. B.A.R.C. kicked off the campaign with a 60 second radio spot (click to listen) and included materials in-store at the Pay by Touch enrollment kiosk.

A 30 second TV spot (click to watch) was run on the PRN “check-out TV” network at the point of sale and there were communications especially designed for store employees. Direct mail was also part of the mix, sent to current and potential enrollees around various Jewel Osco store locations, informing them of the promotion.

B.A.R.C's recommendation for PR was embraced by Pay by Touch and a “touch of holiday cheer” came to life within the stores when PBT representatives, along with a local celebrity, randomly selected a shopper and paid for their purchase using the PBT service.

A charitable component (the $10k) was also added to the program and the Chicago press ate it up!

According to B.A.R.C representatives, "Overall, the campaign exceeded the clients’ expectations".

Saatchi & Saatchi, who also handles Walmart, General Mills, Procter and Gamble, Toyota, JC Penney and Novartis is Pay By Touch's "official" advertising agency of record.

Pay By Touch

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