Mainland Launches The Mainland 2,000-Piece Voucher
Aging the perfect cheese takes patience. So Mainland via Colenso BBDO, has created a very, very time-consuming promotion; the Mainland 2,000-Piece Voucher.
The voucher takes the form of a huge, intimidatingly difficult puzzle, that punters have to complete before they can redeem it for their well-earned prize.
Says Mike Davison, creative director, Colenso BBDO: "Putting together three 2,000-piece puzzles to shoot an accompanying print campaign was a bit of a task. Finance weren't too happy with our timesheets by the end of it."
Says Margaret O'Sullivan, group marketing manager, Mainland: "'Good things take time' is such a strong part of our brand DNA, so we're thrilled to be able to execute it in such a brilliantly simple way."
Customers could apply to receive a voucher over Facebook late last year. Since then, hundreds of hours have been spent on them, with the fastest completion time so far a staggering 45 hours.
The voucher takes the form of a huge, intimidatingly difficult puzzle, that punters have to complete before they can redeem it for their well-earned prize.
Says Mike Davison, creative director, Colenso BBDO: "Putting together three 2,000-piece puzzles to shoot an accompanying print campaign was a bit of a task. Finance weren't too happy with our timesheets by the end of it." Says Margaret O'Sullivan, group marketing manager, Mainland: "'Good things take time' is such a strong part of our brand DNA, so we're thrilled to be able to execute it in such a brilliantly simple way."
Customers could apply to receive a voucher over Facebook late last year. Since then, hundreds of hours have been spent on them, with the fastest completion time so far a staggering 45 hours.
