Campaign challenge and objective:

Having price-sensitive, non-loyal blue-collar workers as consumers made it tough for M-150 to maintain its energy drink sales leadership. Sweepstakes are widely used to appeal to blue-collar workers and drive energy drink sales, but for M-150, the key challenges were: (1) customers lacked motivation to mail in a cap to win the big prize, and (2) such promotional campaigns do not approach customers directly via traditional trade channels.

We aimed to maintain M-150’s market leadership by sustaining business growth through the brand-new LINE M-Point, a game changer in the energy drink industry. The goal was to acquire at least one million new LINE M-Point members by the end of 2019, while continuing to retain existing customers and recruit new customers going forward.

Insight:

Given their low income, blue-collar workers’ hopes for a better life often revolve around luck. The traditional 100,000-cap mountain lucky draw is widely used across energy drink brands, but most people don’t make an effort to win the big prize given the slim chance.

Strategy:

With 93.8% of Thai people actively using LINE, M-150 digitalized traditional sweepstakes marketing by using its official LINE account to get closer to customers, rather than wasting unlucky caps and repeatedly re-running physical lucky draws.

M-150’s LINE M-Point changed the game by creating a lifetime reward platform for its customers. They could collect their points and choose to win a big prize or get an instant prize!

All coded-cap entries were collected as a customer database, enabling better understanding of customer behavior and precision targeting of digital media, as well as expanding the new target audience to recruit new customers.

Impact:

3.6 million LINE M-Point members were acquired in 2019
47% increase in members from 2019 to 2020
5.3 million LINE M-Point members in total by end of year 2020
72% drop in cost per acquisition from 2017 to 2019 (3.6 to 0.5 baht)