The “Most Successful Promotion of the Year 2019” awards were presented at the online professional day

A new B2B category was also opened for this year’s competition, with a total of 23 entries from FMCG market participants in 6 categories. Following the evaluation of the 10-member professional jury and the results of market research conducted by market researcher Kantar Hoffmann, the winners and special prizes of the “Most Successful Promotion of the Year 2019” competition were revealed on 30 April. The event has traditionally been accompanied by an all-day program this year as well, but is now online. And for the first time in it’s history this year, the winners received their diplomas and awards before the event, which they were able to show to the audience through the screens.

Consumer perceptions, customer preferences

Hermann Zsuzsanna

In her introduction, Zsuzsanna Hermann, Managing Editor-in-Chief of Trade magazine, said that in previous years, customers had become more and more aware, which left visible traces on their promotional sensitivity. While all types of promotions are well known, confirming last year’s research findings, they still prefer simple-mechanism, fun, playful promotions in which the number and range of instant gifts is most enticing. The good news is that promotion lovers will see the current months as a transition period and will be happy to return to promotions of their favorite brands in the post  restriction times, leaving the shopping lists behind.

Turcsán Tünde

Tünde Turcsán, GfK’s sales manager, pointed out that there are unique categories in each channel, which are especially sought after by customers in action, but at the same time the promotional preferences vary from age group to age group. Experiences in an emergency are absorbed much deeper and longer-term into consumer decisions, so it’s worth continuing to see brands tailored to the situation.

Tolnai Gábor

Gábor Tolnai, division director of the Kantar Hoffmann, confirmed that even in a pandemic, although in a different style and tone, consumers expect continuous communication. And the actions are seen as support in the difficult economic situation. He presented the competition entries without mentioning brands, highlighting general lessons learned based on focus group research.

Excitements and megatrends

Tari Annamária

In addition to presenting the mechanism of action of promotions and intergenerational megatrends, psychoanalyst Annamária Tari also covered the cornerstones of the current situation, such as the problem of quaranteens. The advancement of infocommunication, the blurring of the online and offline worlds, and the strengthening of narcissistic traits are trends that are fundamentally characteristic of our days, but the crisis has also strengthened them.

Justin Sára és Molnár Máté

In February, Sára Justin and Máté Molnár, two marketing managers of Trade magazin, visited the largest exhibition of point-of-sale communication which is held every three years in Düsseldorf called  EuroShop. They presented the experiences gathered there with many pictures and videos. They presented the exhibited innovations and world trends of sustainability, LEDs and visual, creative tools.

What Ms Trade Marketing 2019 can be proud of

Esztergályos Beáta

Beáta Esztergályos, the trade marketing manager of Intersnack, got the title of Trade Marketing Manager of the Year at the Trade Marketing Club’s “My Love” conference in February. In her presentation, she looked back on 22 years in the field of TM from beginnings at Unilever to the present day. In addition to the main professional stations and the experience gained, she also presented the determinants of her personal life. Responding to a question, she said her professional boots list includes a fully-fledged category management project where you can go from initial surveys to implementation analysis.

Rankings and special prizes

Az év legsikeresebb promóciója 2019 Herendi plakettek

Among the professional presentations, the podium places were announced by category. The gold medalists and special prize winners also presented the winning entries..

The conference participants could gain ideas and inspiration from the detailed presentations of the winners, detailing the goals, tools, mechanisms and results. After each presentation, questions arose, most of which concerned the present and the near future. The responses revealed that promotions, tuned to the coronavirus situation, will continue with brands and retailers. Consumers also appreciate this because it reminds them of their normal, pre-pandemic situation, but at the same time they see that they are important, too.

The promotions in 2020 should already be well documented and prepared for the next round of competition to be announced soon. The detailed summary of the professional day of the „Most Successful Promotion of the Year” and the presentations will be published in Trade magazin’s issue  5-6. in June.

The results for 2019 are as follows:

Food category
Gold: Magyar Termék Nonprofit Kft. – Tricky Communications Kft.: Spare and win!
Silver: Nestlé Hungária Kft.: UNO sweepstakes
Bronse: Pick Szeged Zrt.: Tradition, Quality, Trust  Already 150 years.
Bronse: Lindt&Sprüngli (CEE) s.r.o. Magyarországi Fióktelepe: Lindt Excellence Milk product introduction

Drink category
Gold: Coca-Cola HBC Magyarország Kft. – Rewart Kft.:Win festival experiences!
Gold: Rewart Kft.: Coca-Cola-Star Wars chatbot – Full power-zero sugar!
Silver: Coca-Cola HBC Magyarország Kft.: Mango Loco nationwide promotion in the Modern Trade channel
Bronse: Coca-Cola HBC Magyarország Kft.: Kinley consumer promtion

Non-FMCG category
Gold: SuperShop Kft. – Spice Communications Kft.: Instant win!
Silver: Relation Kft.: BaByliss ST495E Steam Pure micro steam hair iron end year promotion

Retail category
Gold: SPAR Magyarország Kereskedelmi Kft.: SPAR Grillparty to You
Silver: Auchan Magyarország Kft.: Kex to your new appartment sweepstakes
Silver: Lidl Magyarország Kereskedelmi Bt.: 15 anniversary promotion
Bronse: Allison Advertising Kft. – Rossmann Magyarország Kft.: Rossmann Wellness
Bronse: Auchan Magyarország Kft.: Collect digital stickers and buy premium French wines with price off!

Online category
Gold: SPAR Magyarország Kereskedelmi Kft. – Media Dynamics Kft. – Bemind Kft.: Experience commando
Silver: SPAR Magyarország Kereskedelmi Kft. – Media Dynamics Kft. – Bemind Kft.: SPAR Mothers’ Day

B2B category
Gold: SPAR Magyarország Kereskedelmi Kft. – Super 11 Creative Zrt.: Hungaricool by SPAR

Special prizes
Trade magazin special prize: Rewart Kft.: Dr. Oetker Ristorante – Winning Pizza Moments
POPAI special prize: Pick Szeged Zrt.: Tradition, Quality, Trust  Already 150 years.
Trade Marketing Klub special prize: SPAR Magyarország Kereskedelmi Kft.: SPAR Snack box Program

Congratulations to all our Applicants!