Shop A Docket’s ‘Find Clive’ campaign via young creative team Ben and Matt provides competition for online bargain hunters

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clive 2.jpgShop A Docket, Australia’s original coupon company, has launched a marketing campaign featuring its first spokes character, Clive. A nerdy, 25-year old coupon connoisseur, Clive appeals to the ‘inner geek’ in shoppers across Shop A Docket’s core 25 – 45 yrs demographic, in a campaign that supports the growth of Shop A Docket’s 230,000-person strong online database.

Launched earlier last month, the campaign sees Clive starring in a 12-week online competition, ‘Find Clive,’ promoted via grocery dockets that reach 93% of shoppers each week* as well as online on Shop A Docket’s website, Facebook and YouTube channels.

Clive is the brainchild of young creative team Ben and Matt , who submitted the character for a Shop A Docket competition on YouTube in 2011.

There are video episodes from January to March in which Clive manages to give away the ‘secret’ of his location.

Shop A Docket’s GM-Marketing, Bob Jurkschat comments that Clive is winning increasing numbers of Aussie hearts with his quirky interpretation of living life with Shop A Dockets.

Says Jurkschat: “Views of the ‘Find Clive’ videos are climbing steadily – with week 2 attracting well over 2,000 views generating a large number of new online memberships.

Moreover, Clive is reaching a wide demographic. The competition is attracting a larger-than-expected number of younger entrants – in the 18 – 35 age bracket – as well as our traditional base of main grocery shoppers.”

Prior to the current campaign – the first time that Clive has been actively promoted – he had appeared in more than a dozen online videos for Shop A Docket, speaking to the brand experiences as he shares his highly idiosyncratic dreams such as going on a 2-for-1 date, and building a fortune in saved Shop A Docket dollars.

“Clive speaks to the inner nerd in all of us,” Jurkschat said. “What he lacks in social savvy, he makes up in relentless enthusiasm – and while he may not always get the girl, at least he always gets great value from Shop A Docket coupons.”

Over the last decade, Shop A Docket has built a solid online presence to complement its print channel, through which 31 million coupons are distributed every day through 2,350 partner outlets including Woolworths and Coles. The digital channel is growing steadily: with over 2,000 offers online and more than 50,000 coupons being downloaded per month.

Shop A Docket’s 2012 strategy includes further expanding its online footprint. New online initiatives scheduled for rollout over coming months – including a smartphone app – will boost Shop A Docket’s ubiquity, consolidating the brand as a cost effective, measurable option for retailers seeking online, offline or integrated channels for reaching Australian customers.

“Australians spent in the region of $13 billion online in 2011 and are likely to spend as much again online this year.  But many retailers, especially single-store and locally-based businesses see the online world as a threat where the cost of establishing a meaningful web presence far outweighs their likely return,” Jurkschat added. “Shop A Docket provides a solution for these retailers. We offer a channel that reaches online shoppers across Australia, but that is inextricably linked to shoppers coming in to the store to redeem a coupon with their purchase. Given the cost effectiveness for the retailer to get the coupons into customers’ hands, it’s a great option as a stand-alone campaign or as part of broader marketing initiatives.”

“For this reason, we will be focusing on growing Shop A Docket’s business online as well as instore for 2012 – and we’re confident that campaigns like ‘Find Clive’ will cement Shop A Docket as the channel that finds local customers for our advertisers this year,” he concluded.

The ‘Find Clive’ competition runs for 12 weeks to March 23 with prizes including a weekly $250 shopping voucher and grand prize of a latest-generation iPad or iPhone.                           :