Digital Delivers $8,000,000 in Prizing

Real People Winning Real Prizes

Real People Winning Real Prizes

Problem: The ‘broad wall’ paint category has two sales windows each year. Easter being one.  Consumers are not brand loyal but, the top of mind brand is Dulux.  The retail environment does not lend itself to significant display opportunities and Bunnings have a no promotion and clean aisle policy.

Challenge: Create a never-seen incentive to purchase Taubmans and WhiteKnight products during the key Easter sales period.

However, our budget for the retail programme was $250,000 only.

Solution: Our research identified that Cash was (still) ‘King’ as the most powerful incentive to purchase.  With our experience in leveraging budgets via insurance we were able to securely create a prize pool of $8,000,000 where every purchaser had a genuine chance of winning $3,000 instantly – each time they purchased participating products.  This was overlayed with one consumer being guaranteed to walk away with $50,000 to renovate their home or their life…

Execution: Working with the various permit boards we created an online game where consumers could play to win instantly $3,000 to spend on electrical products from The Good Guys, paint (and labour) from Taubmans or furnishings from Freedom Furniture.  Every player was also included in the major draw to win $50,000 cash.

Results: The online game was unique – created by our team.  It had never been executed in the world prior to this promotion.  Permit boards across Australia approved this new technique for use.  On a limited budget (we delivered ‘under budget’) we were able to launch a creatively rich campaign that generated extensive word of mouth with retailers and consumers.  Taubmans was No 3 in the category but, the brand took a market-leader stance to dominate share of mind during the promotional period.

It was the digital engine that facilitated the secure game, avoided fraudulent prize claims and generated a significant opt-in database for future marketing campaigns.  The game was also used to deliver various insights into our consumers DIY and renovation needs as the promotion was running.


~ by rtymerej on September 24, 2009.

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