Page 43 - Internationalist Magazine 2013 66

DIGITAL SOLUTIONS BRONZE

men for long term loyalty and new market growth.

However, Farmers Union Iced Coffee resonated with
the way Australian cricket used to be, resulting in

the birth of ‘The Club Room.’ The Club Room was

designed to be a destination accessible across the
country, in their homes, their online world and their

local sporting clubs. Farmers Union Iced Coffee’s Club
Room united Aussie men across the country with the

brand, each other, their sporting heroes - to ultimately
generate long term brand love. Exiting The Club Room,

72% of visitors claimed intention to purchase Farmers
Shell, The Fuel Rewards Network,
Union Iced Coffee a 66% ROI.

MediaCom (Local)

Shell launched the Fuel Rewards Network (FRN)
program, a irst in its category. The FRN allows
Lowe’s,
consumers to save on Shell fuel by earning Fuel
Reward savings through everyday shopping such as: Sims Social
OMD US (Local)
groceries, online shopping and dining at participating
restaurants. With a goal of inspiring active membership In 2012, Lowe’s

on a minimal budget and with too many rewards introduced a
programs on the market, Shell needed to be extremely revolutionary new

selective when choosing a media mix. In doing so, tool for home owners.
MyLowe’s, a web-based
Shell learned that the Reward Seeker consumer highly
engaged with digital media, including display, search, loyalty program, allows

mobile and social. With a goal of doing more than just users to track all of
generate registrations; Shell wanted to inspire active their purchases in

membership.
one place, organize
what they’ve bought,

Media alone was responsible for over 57% of total and plan for future
registrations, more than any other tactic – including projects. Though

on-site activation, promotions and PR combined. The MyLowe’s was successful in terms of the number of
target of 850K registrations in 6 month was reached 45 sign ups, consumers were not interacting with the tool.

days ahead of schedule!
Partnering with the popular game The Sims Social,
Lowe’s introduced a game tab within MyLowe’s, it

proved the perfect place to showcase MyLowe’s in a fun

and innovative way, while educating consumers on the
Lion Dairy,
real world beneits. Bringing MyLowe’s to life in The

Farmers Union
Sims required a new approach to in-game integrations.
Iced Coffee,
In order to succeed, we needed to introduce changes to

Starcom Media
the game’s design that would beneit both the player and
Vest (Local)
the brand. With a focus on ease of use and improving

Farmers Union
game play, we introduced a MyLowe’s tab in the game
that provided users playing The Sims with the same
Iced Coffee has
legendary status
beneits the real-world product provides to home

in South Australia.
owners. As new items were purchased in-game, they
The 600mL carton
automatically populated in the MyLowe’s tab, the same

outsells Coca-Cola’s
way they would in the real-world MyLowe’s website.
600mL bottle by almost 2:1 with the brand oficially The results proved this strategy to be effective as Sims

becoming a certiied Southern Australian icon. This users seamlessly adopted MyLowe’s into their game
meant there may be little room in South Australia
play, which directly led to an increased awareness and

for Farmers Union Iced Coffee to grow. With goals
interaction with the real MyLowe’s product to deinitive
of expanding outside its heartland and aim for wider success with over 22 million My Lowe’s items being

national prominence, Success meant not only creating purchased from the Sims Store and Lowe’s seeing
signiicant lifts against brand metrics.
immediate appeal to drive short-term sales, but
cementing a unique position in the hearts of Aussie

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