It’s been a busy month for the business with House of Accolade events and busy for shoppers too, back in routine after summer holidays. Check out our snap shot of activations with travel and night’s in themes, CSR and innovation, plus the usual section of strategic insights – including Christmas spend predictions.
Win a million in prizes
The brand collaboration provided imagery and incentives guaranteed to excite consumers and deliver the aspirational brand association. However, whilst bold, the on-pack execution felt less premium.
Wolf Bass partnered with Secret Escapes to offer consumers the chance to win a luxurious getaway. Prize destinations included a choice of New York City or Thailand for 2, as well as 5x £250 Secret Escape vouchers.
- To enter, consumers were required to peel off the sticker on their promotional bottle, scan the QR code and enter their personal details and unique code for a chance to win
- Promotional period – 01/03/2022 – 31/05/2022.
Win a fiat 500
The entry requirements are a considerable ask of consumers, but the big prize offering from a relatively small brand, heaped with heritage, works to incentivise and educate them.
- Farchioni is offering consumers the chance to win 2 grand prizes; a Fiat 500C Electric Passion car and a trip to Italy for 4.
- To enter, consumers are required to purchase a promotional pack in store, visit the promotional site, rank a series of statements [about the brand] in order of importance and provide their personal details together with the unique code found on the promotional pack, to be entered into a draw.
- Promotional period – 09/2022 – 31/10/2022.
‘Adios with Avios’
A neat formula for delivering sales [with a guaranteed reward and more] whilst boosting Sainsbury’s Nectar loyalty.
- In partnership with Nectar and Avios [British Airways], Fanta rewarded consumers of any 2L Fanta bottles, who swiped their nectar card at checkout, 100 points and entry into a prize draw.
- Two tiers of prize were offered; 1 million Avios points and 80 x 50,000 Avios points.
- Promotional period – 31/08/22 – 20/09/22.
Cosy night in
Eye-catching theatre in the stores’ entrances commanded brand consideration by every shopper.
- Large scale store foyer displays in key Sainsbury’s stores.
- Sitting room themed FSDU encouraged shoppers to purchase from the product range.
- The showcase featured a Nectar ‘Swipe to Win’ competition, giving customers the chance to win 3 x £2000 Argos or Habitat e-vouchers to use to create the ultimate ‘cosy night in’.
- Promotional period – 31/08/2022 – 02/10/22.
‘Sign with fingers big and small’
The collaboration will serve to drive consumers to emotionally connect with the brand with real feel good factor – especially valuable following the introduction of HFSS restrictive legislation.
- Cadbury have partnered with the National Deaf Children’s Society, to build a website offering multiple lessons in British Sign Language, all accessible on the site and YouTube, for free.
- The site also provides tips for deaf-friendly communication and awareness for the charity organisation.
Digitas pop-up
A unique and playful activation experience that challenges consumers to explore flavour with self expression is guaranteed to have a strong and lasting impact.
- Large scale store foyer displays in key Sainsbury’s stores.
- Sitting room themed FSDU encouraged shoppers to purchase from the product range.
- The showcase featured a Nectar ‘Swipe to Win’ competition, giving customers the chance to win 3 x £2000 Argos or Habitat e-vouchers to use to create the ultimate ‘cosy night in’.
- Promotional period – 31/08/2022 – 02/10/22.
London AR experience
Combining ground breaking AR technology with play using classic brand assets extends the brand’s scope as well as providing great PR content.
- People were invited to create fairground and roller coaster themed AR Lego models around popular sites in London.
- Users could access the Snapchat camera to scan the Lego snap code and begin to build life-sized roller coaster-themed Lego models using Central London as their canvas.
‘Sainsfreeze’
An eye-catching and newsworthy, genuinely educational initiative to support consumers at an increasingly economically challenging time.
- A walk-in freezer installation was established, resembling a regular Sainsbury’s store, which was filled with frozen groceries, such as fruit and vegetables, dairy, meat, fish and baked goods, which customers would usually buy fresh.
- Foods in the installation were frozen in a ‘innovative’ way to save space – teaching customers new ways to freeze a variety of consumer goods.
- 27th and 28th September live in Shoreditch.
