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Diners and Havanna Lounge
Within the framework of a marketing cooperation, Diners Club and Havana Lounge have introduced a joint club-card.
The two enterprises have an image of exclusivity in common.
The cooperation was initiated by “Synergy Force”, the unit of M.L.&S. which for six years has successfully
brought enterprises together and achieved remarkable collaborative results.
The Diners/Havana card offers members of the Havana Lounge an array of exclusive advantages: It is not
only a credit instrument welcome at all Havana Lounge branches, it also guarantees cardholders access to all of
Diners Club’s airport lounges.
What’s more, joint club evenings and various other activities are also in the works.
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Hymer and Jacobs
M.L.&S. brought Hymer and Jacobs successfully together with the slogan: "Well on the road?!... with JACOBS
KRÖNUNG moments and Hymer." Within the frame of the existing cooperation contract, which is now over two
years, insertions have been made with the trade partners of Jacobs and Internet promotions of both companies are
interlaced. This reaches out also onto sales promotion. Thus, within the scope of the "On-Pack-Promotion",
500.000 Jacobs Krönung and Coffee Hag glasses are being manufactured with prize-winning games, entitling holidays
with the Hymer travel caravans. Moreover, 300.000 samples under an extensive promotion campaign are distributed among
others in exhibitions, in Hymer card magazines and in new vehicles. |
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| flyer |
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Aprilia and Kaufhof
For over several years, Kaufhof Warenhaus AG has been organizing very successfully a nationwide campaign, the
so-called "Italian weeks" in their stores. Aprilia, an Italian scooter and motorbike manufacturer whose
interests lie in a wide publicity coverage, grasped this opportunity, as one can see. What could be more plausible
than the idea of a cooperative partnership between Kaufhof Warenhaus AG and Aprilia Germany?
Aprilia provided all the 120 Galleria-Kaufhof stores with scooters. Additionally, promotional specialists were
sent to 30 top stores to boost the Italian-Week-campaign personally. Kaufhof Warenhaus AG in turn brought five Aprilia
scooters and one Aprilia mountain bike as prizes for the raffles, which was advertised on television, newspapers
and Internet. All together, 250,000 raffle cards were distributed.
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| advertisement for motorbike promotion |
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Aprilia and Esprit
The goal of the synergy was to heighten awareness of Aprilia scooters as a trendy and fun vehicle among a
fashion-conscious public. This was achieved through an in-store promotional concept involving ESPRIT. At ESPRIT stores
throughout Europe, Aprilia scooters were made the focal point of window displays featuring ESPRIT’s 2000 Fashion
Collection (approximately 75 stores with an average of 5,000 customers per day). A raffle promotion strengthened
interest further. Invitations to test drive the scooters were also distributed by a trained ESPRIT team, considerably
increasing customer frequency at local Aprilia dealerships. |
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| display window |
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Aprilia and Tchibo
This cooperation aimed to increase the visibility of Aprilia’s scooters in metropolitan areas as well as
to address Tchibo’s need to strengthen its non-food segments towards the spheres of vacation and lifestyle,
thereby addressing new customer groups. For this purpose a nationwide promotion was launched involving 800 Tchibo
branches (9.6 million customers daily) and a raffle draw with 25 Aprilia scooters at stake (total value of 100.000
DM). Tchibo aggressively promoted the draw through articles in the Tchibo magazine, window displays, posters and
other in-store publicity media. Both cooperation partners successfully achieved their targets.
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| price draw card |
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Aprilia and VOX
Aprilia clearly secured brand familiarity and increased the sales of its newly introduced Roller model through
a raffle promotion broadcast by television station VOX. The broadcaster reaped an upsurge in its programs brought
about by its raffling off the attractive Roller (Approx. value €25,000.) as a prize in a viewer lottery. Over
a time frame of 10 weeks, VOX aired announcements publicizing the draw several times a daily (media value 400,000
DM). As interest in the lottery grew, so did the appeal of VOX TV Program Wolkenlos with its intended target group.
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Aprilia and Vodafone D2
Partnership between Aprilia and Vodafone D2 combined the fascinating worlds of mobile telecommunications with
the trend-setting mobility of the Aprilia city scooter. Together, Aprilia and Vodafone launched the Special edition
D2 set consisting of a limited edition scooter and jet helmet in the D2 look, a CallYa package and accessories such
as mobile phone holders, hands free mechanisms, backpacks and sun glasses. The concept was introduced through in-store
promotions and through Vodafone’s affiliate communications providers.
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Aprilia and TUI
Aprilia effectively introduced the Retro scooter to its target groups through a raffle draw exclusively for TUI
Card holders which was featured in TUI magazine.
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| coupon for testride |
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Yamaha and Douglas
To launch its sporty, active new fragrance THAIS, popular perfumery chain Douglas promoted a raffle game at its
store outlets. The prizes at stake were Yamaha’s fresh and agile city scooters, which aligned well with the
fragrance’s youthful appeal and target group. Yamaha attracted attention and fascination to its product by
means of on-site displays at Douglas stores. Invitations to test-drive the scooter led prospective customers directly
to the nearest Yamaha dealer.
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| poster point of sale |
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Yamaha and McDonald´s
Through a in-store promotion concept and a lottery game held in over 600 McDonald's branches, Yamaha substantially
raised awareness and expanded the appeal of its range of scooters. McDonald's benefited from the publicity of a
promotion aimed directly at its target group.
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KüchenQuelle and VOX
By means of a lottery promotion in the TV program „Kochduell“, run by its co-partner VOX, Quelle-
a specialist in kitchen systems, benefited from this promotion, which was aimed at the same target groups. Through
a segment-promotion of twelve weeks, VOX has successfully advertised Quelle kitchens, spending €300.000,00
alone for media. VOX has also profited from this. While attractive quality kitchens were given away as prizes, with
a total value of EU 60.000.00, VOX ratings were boosted up quite measurably in the viewers’ scales. In addition
to this, the broadcaster VOX received free advertisements in Quelle’s kitchen catalogue (circulation 1.2 mill.),
recommendations in its technical catalogue (circulation 3.3 mill.) and promotional spots in its video and TV programs.
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| advertisement |
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KüchenQuelle and Maggi Kochstudio
A strong strategic alignment and effective cross-referencing raised awareness for custom-kitchen company Quelle
Küchenfachberater and uncovered alternative marketing and communications approaches for Maggi’s Cooking
Studio products. Maggi endorsed Quelle’s kitchen systems in its Cooking Studio Club magazine (circulation
700,000), in the latest edition of its official recipe book (approx. circulation 1 million), and on the Internet.
In exchange, Quelle recommended Maggi products in its catalog (circulation 18.5 Million), gave its clients free
memberships to Maggi Cooking Studio, included Maggi products in its exhibitions and displays and presented its technical
consultants with Maggi gift baskets.
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LG Electronics Deutschland and Krombacher
By means of a joint an in-store promotion and a lottery held in over 500 department stores, M.L.&S. marketed
LG Electronics’ new generation refrigerator with extra large storage capacity along with Krombacher beer,
attracting the attention of the market and considerably raising the refrigerator’s sales.
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| poster point of sale |
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Aprilia and Stadtwerke Düsseldorf
Düsseldorf’s public utilities agency, Stadtwerke Düsseldorf, was the perfect cooperation partner
for Aprilia’s new electricity powered bike. Together Stadtwerke and Aprilia launched a campaign focusing on
the themes of ecology, cost-efficiency and the novel concept of electricity driven mobility. As a provider of environment-friendly,
economical electrical power Stadtwerke Düsseldorf took advantage of the charm of Aprilia’s timely and
innovative product to introduce a new application for its service. On the other hand, Aprilia profited from Stadtwerke’s
immense client base by uncovering a new sales channel and obtained considerable sales through joint mailing efforts.
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| flyer |
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Aprilia and Playstation 2
An extensive marketing cooperation with Aprilia and Sony Computer Entertainment Deutschland (SCED) of Neu Isenburg
was accomplished in spring of this year.
To start off the motorcycle season lasting until August 8, 2003, Aprilia is organizing a country-wide Playstation
2-competition with more than 170 motorcycle dealers on the brand-new motorcycle game Moto GP 3. Throughout the game
one drives naturally with an Aprilia.
The cooperation derived from this, offers enormous advantages for both partners. With the P 2-competition, Aprilia
attracts young customers to the motorcycle stores, which otherwise would have been rarely frequented by them, so
much so that Aprilia’s image is reinforced as a sporty and young brand. Through this cooperation Sony Computer Entertainment
supports the introduction of the game Moto GP3 most attentively and in accordingly authentic atmosphere.
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| poster point of sale |
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LG Electronics Deutschland and Kaufhof
With the slogan "winning with colors", M.L.&S. brought together Kaufhof and LG in autumn 2002.
Whoever gave the right answer to a question relating to the appetizingly colorful tartlets, could win an
LG Side-by-Side-refrigerator or a sackless Cyking-Sport vacuum cleaner.
Successful festivities during Kaufhof’s 123rd anniversary celebration coupled with an extensive eye-catching action
for LG has increased the popularity of the brand!
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| poster point of sale |
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Hymer and Bertelsmann continue on their cooperation course
Once again in 2004 a cooperation was begun between Hymer and Bertelsmann. The joint action of the book-club and
the market leader for travel caravans was advertised in more than 4 million catalogues, 4,6 million mailings and
various internet pages.
As the main prize of this year, Hymer donated the newly introduced travel caravan EXSIS.
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| advertisement |
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Hymer and Kaufhof
Through its "Buon giorno Italia"-action, M.L.&S. brought Kaufhof and Hymer together, through which
extremely attractive prizes were given away to Kaufhof customers.
Whoever knew the slogan of the action and possessed some luck, had the opportunity to return home with
the main prize - the Hymer travel caravan with a value of € 37.770,- and plan the next summer holidays in Italy!
The cooperation was rounded-off with numerous nation-wide actual displays of Hymer travel caravans placed in front
of Kaufhof stores.
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| poster point of sale |
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Hymer and Praktiker
Hymer and the biggest building chain-store in Germany have realized with M.L.&S. in December 2003 a joint
cooperation. The winnings were advertised in more than 20 mio. newspaper enclosures, 250,000 game-cards and the
internet. The prize was the brand new travel caravan EXCIS, which was presented only three months before the Caravansalon
2003 as a world premiere.
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| newspaper insert |
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Christ and Vodafone
With more than 200 chain-stores, 2000 staff members and a turnover of € 700 million Christ is one of the
leading jewellery chain-stores in Germany. Owing to the high turnover of the Chistmas season in 2003, M.L.&S.
was able to realise a cooperation with the mobile phone dealer Vodafone D2. Each of the 24,7 million Vodafone customers
received a 15% reduction of jewellery at all Christ stores and, in addition, an attractive prize in terms of goods
was offered in raffles through the internet. Vodafone D2 customers were informed about this by way of sms, e-mail-newsletters
and internet.
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| web presence Vodafone |
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Hymer and Maggi
M.L.&S. was entrusted by Hymer AG, the largest manufacturer for travel trailers and caravans in Europe to
arrange a partnership with Maggi for the product “5-min-tureen”.
In line with this cooperation contract, an “on-pack-promotion” with prize-winning games for approx.
8 to 10 million of 5-min-tureen was developed. Hymer trailer/ caravan as first prize and holidays in a Hymer trailer/caravan
are at stakes. A cross-reference-link in the Internet leads from the Maggi website to the Hymer website.
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| online promotion |
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Hymer and Haribo
The Hymer AG, Europe’s biggest producer of motorhomes and caravans would like to attract young families’ attention
to its products.
At the same time Haribo is constantly looking for an intensifier with the aim of increasing its sales volume during
a certain promotion period. Since young families are one of the most important target groups also for Haribo, we
have brought the two companies together and initiated a marketing partnership. As a first step in 2007 an incentive
promotion campaign was developed to increase sell-in of Haribo products in food retail stores. As a second step
in 2008 the partnership will be enhanced by the means of an onpack promotion with prominent national media coverage.
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| advertisement |
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Quelle and Deutsche Annington
Quelle GmbH would like to increase its targeted audience range in a smart way avoiding additional media spendings.
The diverse product line of Europe’s biggest warehouse offers all possible kinds of goods for every family.
That is why we have suggested a partnership with the real estate company Deutsche Annington. The tenants
of Germany’s
largest real estater, whose number amounts to 500.000, regularly receive exclusive Quelle offers designed especially for
them. This way the Deutsche Annington goes beyond living space presenting great advantages to its tenants.
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| tenant's magazine with report about marketing partnership |
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Vodafone and Deutsche Annington
Concluding a marketing cooperation partnership between a real estate company and such an attractive product as
Vodafone Zuhause was perfectly obvious for us.
The Deutsche Annington with its 240.000 apartments is Germany’s largest real estate company and very much interested
in offering its tenants great advantages going beyond living space. Within the framework of the partnership with Vodafone
an exclusive flat rate package offer for home use was designed, which is only accessible to the tenants of the Deutsche Annington
and remarkably lower in price than the standard package of Telekom. This offer will be presented to new tenants of Deutsche
Annington in form of a flyer as part of the rent agreement file.
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| flyer for new tenants |
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