Promotions Case Studies

pims-sca-promotions.com

Galaxy “WIN A MILLION MOMENTS”

MechanicDrive engagement to establish brand love

On-pack unique code entered online or by text to reveal instantly if a “moment” had been won. Prizes incl. Galaxy bars, book vouchers, music downloads, cinema tickets, spa & hair treatments and lunch in ParisPIMS-SCA Provided SCA Drawserver to ensure the results for each entry were generated by a secure, random draw process.Supplied e-Demption to deliver free product coupons won by consumers and managed all coupon costs and reporting on coupon redemptions HighlightFeatured on 40 million packsFixed Fee covered all redemptions from 0% to 100%

FIXED FEE

FMCG MOBILE ONLINE

AWARENESS ON-PACK

Lazy Bear “1 in 8 Wins Bundy Smugglers Promotion”

MechanicConsumers buying a specially marked pack of Bundaberg Lazy Bear products can enter online with their unique code for a 1 in 8 chance of winning a specially designed promotional pair of “Bundy Smugglers” from iconic swimwear brand Budgy Smugglers.

PIMS-SCA Provided a Fixed Fee solution to cover the cost of all Bundy Smugglers validly won and claimed by consumers.

HighlightGround-breaking partnership between 2 iconic brands with a comprehensive media strategy supporting the activity.

FIXED FEE FMCG AWARENESS ON-PACK ONLINE/MOBILE

Café Direct “Money Back Guarantee”

Mechanic

Café Direct promised consumers a “bright refreshing tea” or their money back

Consumers mailed in details along with till receipt, part of promotional pack, and stated why they weren’t completely satisfied

PIMS-SCA

Carried out a risk evaluation and assessment

Provided a Fixed Fee solution and appointed the handling house

Highlight

Money Back Guarantee was potentially a massive risk for a smaller brand and PIMS-SCAs experience and expertise provided the security and peace of mind the client needed

FIXED FEE FMCG TRIALON-PACK

McCain Smiles “Free Ladybird Books”

MechanicOnline collector with 2 on-pack codes for1 of 6 FREE Ladybird books

ZERO Financial Risk to Brand Owner or Agency

PIMS-SCA Sourcing & supply of Ladybird Books

Purchasing Campaign Logistics

Financial Management Consumer Fulfilment

HighlightExceeded response norms for Frozen Food category

URNs inserted in 2 Million packs

FIXED FEE

FMCG MOBILE ONLINE

LOYALTY ON-PACK

Nutella “Free Personalised Label”

MechanicDrive engagement to establish brand love

Consumers buying jar of Nutella could claim a Free Personalised Label Claim using unique code under promotional lid stickerCode entered online

PIMS-SCA Forecast expected redemption level Provided financial, risk and administrative management.

HighlightFixed Fee covered all redemptions from 0% to 100%

FIXED FEE

FMCG MOBILE ONLINE

AWARENESS ON-PACK

Summer Bright “Skullcandy Headphones Promotion”

MechanicConsumers purchasing a specially marked case of Summer Bright Lager could claim a pair of Skullcandy Headphones using the unique code within the pack and making a contribution of $14.95 for postage and handling.

PIMS-SCA Provided a Fixed Fee solution to cover the cost of all headphones claimed to ensure that the budget remained fixed from the outset.

HighlightPremium offer well-aligned to the target demographic to drive awareness and increase sales.

FIXED FEE FMCG AWARENESS ON-PACK ONLINE/MOBILE

Carex “Cross Coupon”

MechanicGenerate awareness and trial across the new Carex body wash and bath cream range

Selected Carex hand wash featured a neck collar containing a 50p money off next purchase coupon redeemable on any new Carex body wash or bath cream

PIMS-SCA Calculated response levels and provided a Fixed Fee solution to cover all coupon redemption costs from 0-100%

HighlightA simple 50p off on pack campaign needed a fixed fee solution for a brand with limited promotional budgets. Any extra expenditure could seriously impact future campaigns

FIXED FEE ON-PACK FMCG AWARENESS

Coca-Cola “Free Drink Now SMS Voucher”

MechanicDrive trial of Fanta, Sprite & Dr Pepper in 10,000 Impulse stores.

Consumers text ‘YES’ with their DOB to the SMS code advertised on POS materials and received SMS containing unique 8-digit voucher code in seconds. To claim a free bottle the consumer presented the message to the retailer for in-store pay point validation.

PIMS-SCA Fixed Fee covered costs associated with ALL mobile redemptions, including responses to the initial text.

Highlight200,000 drinks given away to nearly 100,000 consumers during 8 week campaign. “We always strive to engage our consumers in an appropriate and exciting manner and this campaign has achieved exactly that” Ed Knight, Head of Communications at CCGB

MOBILE ONLINE

AWARENESS RETAIL

Hovis “Free Loaf For Every Sun Reader”

MechanicEstablish re-appraisal of the product and brand.

For one day only a coupon appeared in The Sun newspaper, offering readers a free Hovis Soft White loaf. Readers cut out the coupon and took it to any participating retailer to claim their free loaf.

PIMS-SCA With a circulation of over 3.2million, Hovis was open to enormous financial exposure. PIMS-SCA provided total risk protection to remove all financial liability for Hovis.

HighlightThe campaign was a great success, achieving almost 3 times the anticipated response.

FIXED FEE FMCG LOYALTYTRIAL

Kellogg's “Claim A Free Box Of Cereal”

MechanicPromotion to drive awareness and trial of Kellogg’s innovative brands (Special K & Crunchy Nut variants, Coco Pops, Krave)

Consumers collect 3 unique codesDirected to a promotional micro site to choose their cereal and claim their free product e-coupon

PIMS-SCA E-Demption powered the e-coupon element of the activity

Fixed Fee covered the promotional set-up, risk protection, all coupon redemptions from 0-100%, back-end reporting on all coupon activity including coupon requests, prints and usage details

HighlightMassive Grocery campaign with 20 million promotional Kellogg’s packs

FIXED FEE

FMCG MOBILE ONLINE ON-PACK TRIAL

Energizer Australia “Kick for $250,000”

Mechanic

To increase product sales, consumers purchasing Energizer Australia’s new Schick Quattro Razor were offered the chance to win $250,000 through an Aussie Rule Football kicking contest.

Purchase details had to be registered online to enter a draw. One lucky contestant was selected at random to meet Aussie Rules star Jason Akermanis and try to kick an Aussie Rules football though a hole in a target from 20 yards to bag the cash.

PIMS-SCA

Supplied prize coverage to pay out if the kick was successful plus independent security to oversee the contest and verify the result.

Highlight

The finalist unfortunately kicked too high over the target but the brand had a great event to PR and continue the product awareness.

MEGA PRIZES

AWARENESS PRIZE COVERAGE

Dutch Meat Board “Smash the £1m Piggy Bank”

MechanicApproximately 5m packs communicated the promotion which was also supported by consumer PR and National radio ad.

Consumers could win ceramic piggy banks instantly plus 20 finalists were drawn from entrants to win a VIP weekend in Amsterdam. During this weekend 1 lucky finalist had 30 seconds to smash as many piggy banks as possible with 1 pig containing a cheque for £1 million and £100 for every pig smashed.

PIMS-SCA Worked with the Promoter to assess and manage the prize risk for a fraction of the £1m prize value.

HighlightSales increased in every retailer versus the previous period with increases ranging from 18% -97%. Furthermore, 5 product lines received new listings that remained post promotion.

Huge prize created audience and media interest in this fun campaign.

MEGA PRIZES

AWARENESS MEDIA CAMPAIGN

PRIZE COVERAGE

Boost Mobile “Boost your Way To $1,000,000”

MechanicIncrease connection to the Boost Mobile network.

12 contestants won a trip to Ski Resort to play a qualifying game to go on & play for the $1million.3 finalists from the consumer, sales rep and traders trade chose a prize envelope from the $1million Wall of Money live on Australia’s The Today Show.

PIMS-SCA Supplied prize coverage the Money Bag mechanic and paid out to the winner.

HighlightLucky finalist’s envelope had winning message “Congratulations you’ve just Boosted yourself $1million”!

FIXED FEE

MEGA PRIZES

AWARENESS MEDIA CAMPAIGN

PRIZE COVERAGE

Ambrosia “Win A £500,000 Cottage” Factorial Promotion”

Mechanic12 attributes of Devon were listed on packs of Ambrosia Custard products (ideal surfing waves, rolling countryside etc)

Participants put their top ten from the list in order of preference

If a participants top ten list matched the pre-determined winning list they won a £500,000 country cottage in Devon

PIMS-SCA Provided coverage for the £500,000 prize as well as security for the selection of the winning list

HighlightFirst on-pack promotion to increase sales7 million promotional packs

FIXED FEE

FMCG ON-PACK

CARLSBERG “WIN WITH ENGLAND”

MechanicA “Win with England” game card inserted into 24-packs.

Each game card featured England World Cup game, named player and stated cash value between £5 & £1,000 to be won if named player scored in designated game.

PIMS-SCA Developed prize structure, calculated chances to win and allocated prize denominations to each featured player . Provided the financial, risk, logistical & administrative management of the promotion including handling.

HighlightCarlsberg wanted a promotion that would reflect the brand’s “Official Beer of England” status and motivate consumers to switch brands during this key lager consumption period.

FIXED FEE

RETAIL FMCG ON-PACK

Wrigley’s Extra “Closer To Music”

MechanicEncourage more frequent purchase.

The offer was communicated on-pack, online and in store, giving consumers the chance to win 10,000 iPods, 100 pairs of front row tickets to a gig, 10,000 £15 CD vouchers and 100,000 £5 music downloads. Customers opened promotional packs to see if they had instantly won an iPod. If they revealed a prize code they were directed online to enter their 6-digit code and claim their prize.

PIMS-SCA Advised on the best method of risk protection for the promotion and provided our fixed fee risk solution to ensure the costs of all redemptions up to 100% were covered for a minimum fee.

HighlightThe promotion built loyalty with current Extra consumers

AWARENESSFIXED FEE ON-PACKFMCG LOYALTY

PIMS-SCA “Boxing Day 6 Game to Win £25,000”

MechanicTo make our Christmas mailing to our database more engaging and demonstrate what we do, recipients were invited to play our £25,000 Boxing Day 6 game. Those who entered the contest simply had to’predict the scorelines for 6 games to be played on the 26th of December. Matching all 6 will win £25,000.

PIMS-SCA Created a simple entry page where scores can be entered and updated by players until 22nd of December.Arranged prize coverage so that in the event of a winner our balance sheet is fully protected.

HighlightOpen ratesWin results

MEGA PRIZES AWARENESS PRIZE

COVERAGE

Butterkist “Thousands Of Movie Prizes Worth £1MILLION”

MechanicIncrease penetration and build on brand association with film.

Unique on-pack code entered online/Facebook to instantly reveal if a winner of prizes incl. holidays to Universal Orlando, movie premieres, private screenings, home entertainment systems and DVDs

Promo packs offered 50p MONP coupon to be printed at home

PIMS-SCA Fixed Fee covered all associated coupon costs. PIMS-SCA Draw Server used to allocate prizes. E-Demption powered the 50p MONP coupon element – building microsite, coupon production, coupon process covering all associated redemption costs

Highlight8 million promotional packs across 6 ranges£1m prize coverage provided

Potential £4m coupon exposure covered.

FIXED FEE

FMCG MOBILE ONLINE

AWARENESSON-PACK

Best Buy “Money Back If England Wins”

Mechanic

Customers purchasing any TV in-store in the 6 weeks

prior to the start of the 2010 World Cup could register

their purchase and receive a refund of their purchase

price in the event that England won the tournament.

PIMS-SCA

Appointed a Handling House to process registrations

(and refunds in the event of a win).

Provided financial risk protection for the campaign so

that if England won then all TV refunds would be

covered.

Highlight

England of course didn’t come close to winning but

the promotion was a great opportunity to raise store

awareness and engage consumers getting behind the

National team.

FIXED FEE

AWARENESS RETAIL

Neckermann “Euro 2008 Win Your Money Back”

Mechanic

Customers ordering items from selected online

departments at www.Neckermann.com were able to

make a prediction as to the number of goals scored in

the Euro 2008 tournament.

At the close of the tournament, customers who had

correctly predicted the number of goals scored could

claim their money back on their purchases.

PIMS-SCA

Evaluated the risk and provided a Fixed Fee solution to

cover the cost of more claims than had been

anticipated and, more importantly, budgeted.

Highlight

Great promotion to tie into Football fever and increase

the value and volume of sales during the Promotion

Period.

FIXED FEE

AWARENESS RETAIL

Wild Turkey “1 in 5 Wins”

Mechanic

Increase sales and encourage brand switching.

Consumers making a $15+ purchase of Wild Turkey

are given a scratch card for a chance to win.

Scratch to reveal a unique code. SMS code to see

if you have won a $50 eftpos card.

PIMS-SCA

Provided total risk protection to cover all claims

and associated handling costs.

Highlight

28,800 cards distributed with over $300k coverage

AWARENESSFIXED FEE FMCGMOBILE ONLINE