Look, I know consumers like to be offered cash. Sure, it is generous of Blackmores to giveaway $50,000. But what the blazes does a straight cash offer like this have to do with Joint Formula or Magnesium Supplements etc. It hasn't been treated creatively. I cannot see a component here to engage any of their retail partners - Priceline, Coles, Woolworths etc.
Surely their products are about helping the consumer achieve their personal best - whether that is hopping on the bus without pain or running in the Sydney Marathon under 3 hours. My immediate creative response would be to suggest you win the cash and get to do even more with your life.
A winner everyday is nice but I cannot understand the logic of the $1,000 a day over 50 days. I don't think $1,000 is life changing - especially after Mr Rudd has finished distributing his crisis handouts and so I question the whole structure of the activity. I would suggest re-working it and creating an activity just for Priceline and Woolworths and as part of the deal secure catalogue exposure and off-location display. Have a look at what Bayer achieves with Berocca on a fraction of the budget.
Come on Blackmores - package up your open bribe into something that compliments your wonderful brand .
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