Ragusa and Torino play Blond

With the launch of Ragusa & Torino Blond in 2014, blond pioneer Camille Bloch managed to inspire Switzerland with a new chocolate category with a caramel-like taste. To rejuvenate the positioning of the two strong brands and playfully introduce the new variety to the target group, the Responsive agency developed a sweepstake that strongly promotes sales in particular.

At the beginning is the price package

The prize package acquired by Responsive acts as a strong eye-catcher in the promotional campaign developed together with By Heart. The package worth 110,000 Swiss francs attracted numerous participants to the sweepstakes page from the very first minutes after going live. Where else can participants win one of three Audis as an instant prize with a code and the correct answer?

Mechanism of the sold

Due to the game mechanism with instant prizes, many consumers will be tempted to play along and thus the penetration of Blond will also be increased. Since one or two new game boards are opened every day, participants can play along again and again throughout the promotional period. In this way, Responsive has also ensured that the sales of the promotional packs are sustainably promoted and that the sweepstake develops into a self-runner after an initial participation. From experience, the individual users will be present on the sweepstakes page and thus in the brand world for one to two hours over the entire promotion period.

Puzzle fever for the whole of Switzerland with the latest technology

Every participant can play in the sweepstakes - directly in the browser without installation and thus also mobile - completely intuitively: Participants must correctly answer the question for each instant prize to be won. Those who are good at matching and have a good eye will be the first to discover the clues to be found in each of the 112 pictures. But before the participants, who all play against each other, see the picture, they have to uncover the tiles.

To do this, consumers will find a code on all "Ragusa & Blond Wins" promotional packs that will give them credits for their virtual account. In doing so, they get to choose which prize they want to use them on to uncover another tile and enter an answer. This also ensures that participants win the prize they really want.

For the raffle Responsive uses the latest technology with Node JS, which allows all active users to always see the same score. This means that when someone reveals a tile, the other participants also see this within a few fractions of a second - without the page having to be reloaded.

Sustainably integrated

Further information on the current picture puzzles will be communicated via the Facebook pages of Ragusa and Torino. In this way, the respective Facebook community is sustainably enlarged. At the same time, a prize database is being set up at Responsive for Camille Bloch. All registered participants can thus be easily reactivated in the future.

A concept that convinces. Since 2003, Responsive has been the first and only agency in Switzerland to focus on highly involving consumer promotions: on-pack with sweepstakes, loyalty programs and games. From conception to implementation, everything is 100 percent Swiss Made, because all benchmarks are completely developed and realized in-house.

Responsible at Camille Bloch: Heinz Reber (Director Marketing and Sales), (Fabienne Leuenberger (Brand Manager), Fabrice Aubert (Community Manager). Responsible for key visuals at By Heart: Erich Brändle (Brand Consultant). Responsible Responsive: Tuan Nguyen and Patrik Marty (both Managing Partners).