Smart game this year again

Anita Carra, trade marketing leader of Unilever and Csilla Fábián trade marketing manager has told us about the results of their prize game “Gazdálkodj Okosan!”. – It was the second prize game conducted under this name. Was it a success? – Definitely yes. We had positive feedback from both consumers and retailers. – Why did you repeat the game? – The question of whether it would be a better idea to work out a new game, or not did come up. However, a good concept does not run out of steam in a year, because the message that it is well worth being loyal to our favourite brands is still the same. Participants know how it works and a there is no need to explain a new concept. There are hardly any changes in visual communication, compared to 2007. – What has changed? – Changes are minimal. These serve to further encourage participation. Special prizes are also drawn in some retail chains. We not only reward loyalty to the brand, but loyalty to the chain as well. – In what way has the media campaign proved to be helpful? – More attention – more customers. More emphasis was placed on lucrative gifts this year, as the concept did not have to be explained. – Did retailers like it? Was the promotion also profitable for them? – Those retailers who had faith in, it certainly profited from it. We attracted extra customers into their stores. These customers display a higher than average degree of brand loyalty. – What feedback have you received from customers? – They liked the many types of valuable gifts. They also welcomed the collection boxes used in some chains.