Mondelez
Development of the Milka MMAX Cinema City Loyalty Promotion

With a year-long promotion, the biggest challenge is not getting it off the ground, but ensuring that players return with the same enthusiasm months later. Our task was to design a sales-boosting promotion for digital and retail platforms that was simple and would remain appealing in the long term. The promotion was based on the well-known AP-code mechanism: after purchasing Milka products, customers could enter their codes and win cinema tickets every day. Over the course of the year, however, the campaign took a new turn with the involvement of three retail chains. The campaign was expanded to include special prizes, with dream film-themed trips to destinations such as Paris, New York and Hollywood among the prizes on offer.

Progressive handled the overall coordination and creative design of the campaign from day one right through to the prize draw. We devised a playful, imaginative concept for the promotion, which effectively conveyed the mechanics and brand values throughout. In addition, we co-ordinated the prize draws and ensured that the gaming experience remained seamless for participants throughout. To help boost the promotion’s reach, we launched a banner and social media campaign on Google and META platforms, and designed POS materials. Given the long campaign period, it was important for the campaign to offer something new. To this end, we maintained interest by offering special prizes alongside the daily prizes.

The Milka Mmmax Mmmozi campaign proved that a well-structured promotion can be much more than just a simple prize draw. We have shown that sales promotion can indeed be transformed into a brand experience, and that this is an effective way of maintaining consumers’ attention.

For us, it was further proof that we are right at home in the world of large-scale promotions. Whether it’s an AP-code prize draw, an FMCG campaign or a cross-promotion, we know exactly how to turn a simple promotion into an experience that drives sales.