Challenge
Maximising a World Cup Providing relevant partnerships and suitable brand ambassadors to increase sales by adding value to the in-branch experience. Listening “How can Jewson maximise the Rugby World Cup opportunity when they’re not an official partner?” A challenging question, but only the start. What if we could also: increase average transaction value, improve customer loyalty, create in-branch theatre and collect customer data?
Solution
We devised a sports-themed scratchcard promotion, complete with a full promotional identity. Home Or Away was chosen as a strong competitive term that would appeal to all sports fans and could later be adapted to suit future sporting opportunities. Leveraging WAA Chosen's long-standing business relationships allowed us to assemble an impressive selection of third-party deals with suitable partners, all-in-all culminating in around £5m worth of prizes. By utilising risk-based insurance modelling for the scratchcard’s ‘bonus’ game, our participants were given the chance to win over 600 holidays to the 30 nations competing in the Rugby World Cup – a neat way of linking the promotion back to the international competition – at a fraction of the market value of the prizes. Services Sales Promotion Sales Activation Print Design Sponsorship
Results
£1m profit over the campaign period 8:1 an impressive Return on Investment Despite not being an official partner, Home Or Away gave Jewson the opportunity to capitalise on the momentum generated by the Rugby World Cup – and delivered an eye-catching prize fund without the capital exposure.
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