Money Mania
A month-long scheme, the Coca Cola Money Mania came to an end as one of the massively successful promotional campaigns of the Coca-Cola and the associated brands. The campaign ran from 25 February till 31 March and was aired from five national television channels.
According to the scheme, every crown/closure of the bottles had a unique number code printed inside it which the consumers could send via SMS or telephone. The received numbers were stored in a database by interfacing with Nepal Telecom and Spice Nepal Pvt. Ltd provided by Nepasoft. Each day a random number code was drawn from the pool of the received codes, and thus the winner was selected, who would win Rupees one lakh each day. The scheme was slated to run for 35 days and award 35 individuals with Rupees one lakh each while one of the most celebrated Nepali pop singer Nima Rumba hosted the TV aired program to announce the winner. Placing arguably the most admired youth idol Rumba, the global soft drink giant played the perfect chord with its consumers, both young and old.
Apart from the cash prize, the public could also win thousands of free 250 ml drinks. Later, the scheme was extended by 10 days as demanded, which once again placed the brands of Bottlers Nepal - Coca-cola, Fanta and Sprite at the peak of the soft drink market in Nepal.
The company insiders credit the overall success of the scheme to the rigorously researched campaign concept and well designed campaign tagline along with the advertising strategies like the poster and hoarding design which endorsed the brand image impeccably. In addition, the company had partnered with the five TV channels— Nepal TV, NTV 2, Image channel, Nepal 1 and Avenues TV; which contributed a bulk to the accolades garnered by the scheme.
