Magazin: Most successful promotions in 2011 – Trade Day and Award Ceremony

Trade magazin organised the ‘Most successful promotion of the year’ competition for the fourth time. The jury had a difficult task when evaluating the works because there were so many exciting promotions, but the final result was justified by Nielsen’ s consumer survey. Trade Marketing Club and POPAI Hungary both supported the event and the results were announced at the end of a trade day in the BKIK building on 12 April 2012. Eszter Melisek, Nielsen’s client service director started the programme with a presentation about promotion trends in Hungary and abroad. Analysing 6 countries in the region, it turned out that Hungary is the most promotion-sensitive: 27 percent of Hungarian consumers change shop if there is a good promotion. The most popular promotions are those where consumers get something extra at once, e.g. discount, free gift, loyalty points, etc. PresentStore managing director Ferenc Keresztesi spoke about promotional gifts and revealed that most products come from the Far East, but this does not mean that these gifts are of poor quality. His company offers more than 10,000 different products in 3 catalogues. Andrea Oláh, project manager with hd Open shed light on the opportunities in mobile marketing. László Pintér, Feibra’s sales and business development director showed how precisely and efficiently mails can be targeted. Judit Molnár, the managing director of Win-Store introduced Wanzl’s latest innovations in promotional tools. Gergely Bognár, head of STI Petőfi Printing House’s display group gave a presentation about the advantages of secondary placement and how promotions should stimulate as many senses as possible. POPAI Hungary’s secretary general Ildikó Kátai spoke about major POP trends in Europe. One of the main developments is the spreading of scent marketing, but scented hanging stones have also become fashionable. After lunch Trade Marketing Manager of the Year winner Ildikó Ottó from Maspex Olympos Kft. spoke about her job in detail and Balázs Ruip head of the Borsodi Brewery team, Trade Marketing Team of the Year, introduced how they work. The culmination of the day was announcing the winners of the ‘Most successful promotion of the year 2011’. Eszter Boczán, Nielsen’s head of qualitative research briefly summarised their findings and stressed that consumers found the same promotion to be successful as the jury, although because of different reasons. The winners: food category – Wonderduck Agency Zrt.: Haribo Facebook campaign; beverages category – Heineken: Big Soproni Hype prize game; Horeca category – Unilever Magyarország Kft and We Love Kreatív Kft.: AXE 2011 hostess promotion; retail category – Spar Magyarország Kft.: Jungle Mania loyalty promotion. Trade Marketing Club’s special prize went to Human Telex Kft. for the Arany Ászok Golden Friday campaign. The winner of POPAI Hungary’s special prize was Coca-Cola HBC Magyarország Kft. for the Cappy Partner Motivating Programme.