The campaign idea was simple. Everyone at some time of their life has had an opportunity to shoot an exceptional picture only to find they fluffed their opportunity when the prints are collected. Building on this theme, a "mistake" photograph was included in every pack of Kodak prints developed during April.
The 'mistake' photograph, half obscured by a thumb, was one of three images produced for this campaign - Elvis seen at a Café, a Yeti running through a park or a UFO flying over the Johannesburg skyline.
The back of the photograph carried a Wimpy SMS competition, where customers could win a Wimpy breakfast anywhere in South Africa, all travel and accommodation costs included.
According to Charmaine Ellis, marketing manager of Wimpy, the campaign, intended to boost Wimpy breakfast, was a success: "Our main objective, to break through the clutter with a Wimpy breakfast message, has been achieved. We have reached 400 000 Wimpy target market consumers, not taking into account the strong Word of Mouth element that this campaign initiated.
"The impact we have made on these 400 000 consumers has been validated through Kodak staff feedback from all over the country, and the direct communication feedback from the winners. Both the uncluttered medium and the creative execution have been the critical success factors here."
Approximately 3 500 entries were received during the campaign and 560 breakfast voucher winners and 4 grand prize winners were drawn from the entries.
"The beauty of this new channel was that it was completely uncluttered. It was a surprise and the creative certainly brought a smile to consumers' faces," says Ellis.
