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Flowtime - It’s All In The Attitude!

runthered21 November 2003

Flowtime - It’s All In The Attitude!

Run The Red’s latest text campaign for Saatchi & Saatchi clients New Zealand Dairy Foods has produced over 100,000 text responses from a growing ‘community’ of 7500 contestants in just its first month.

The latest campaign, for Primo (a flavoured milk beverage), puts contestants’ “Go With The Flow” attitude to the test in a wireless game show.

Not just your average Q & A, ‘Flowtime’ gives an irreverent twist to a proven format.

Justin Boersma, Director of wireless marketing developer Run The Red, said the prior success of the company’s trivia text campaigns served as the perfect launch pad for something uniquely Primo.

“With Flowtime we were given the opportunity to extend what had been done before. We wanted to reflect the brand at every turn, with every text, and give Primo’s youth target market something in their own language that would keep them interested,” said Justin Boersma.

Saatchi & Saatchi Account Director Angela Weeks said the Flowtime idea is based around a 30 second gameshow that airs every night at 8.30pm on c4. With a youth target, predominantly male, Flowtime encapsulates the Primo “Go with the flow” attitude.

“Our job was to build awareness of the Primo brand, however we wanted to take the concept a step further and lift the level of engagement between the brand and our target.

“The texting component allowed us to open up the lines of communication and get them interacting with the brand, get them talking to us. We worked with Run The Red in developing a relevant and compelling interactive platform and message. Run The Red understood what we were trying to achieve and were great collaborators” said Angela Weeks.

“Saatchi & Saatchi came to us with the concept, and both companies copywriters collaborated in the writing of the texts, which were fun to write. The team sat down and nutted out the ideas into a workable “text friendly” format. This collaborative effort really gets the most out of the medium and takes the campaign to the next level for the client,” said Justin Boersma.

Supporting this “next level” is the Flowtime website, giving contestants a space in which they can do everything from check out the rules of the game and the prizes they can win, and, a 'viral' component, creating their own Flowtime digital movie to send to friends, part of Saatchi & Saatchi's key aim to provide clients with '360 degree' or multichannel marketing campaigns.

Justin Boersma said Run The Red’s capacity to provide a solid campaign engine as well as creative expertise meant that SMS, a marketing tool that is often under-exploited, was given the full work out it deserves in this campaign.

With the youth-directed campaign on the up and up Justin Boersma said the name Flowtime says it all.

“It’s a fun campaign - good for Run The Red, good for Saatchi & Saatchi and ultimately great for Primo.

Flowtime runs for six-months. Details can be found at or to get started immediately simply text Play to 356 and ‘go with the flow.’


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