Magazine: Simple mechanisms, useful prizes

Zsuzsanna Hermann
managing director-
editor-in-chief
Trade magazin

As part of the ‘Most successful promotion of the year’ competition, Kantar-Hoffmann and Trade magazin do a consumer survey every year, getting 32 direct consumer feedbacks on the entries and the campaigns in general. 2019 brought changes in the domain of consumer expectations, and shoppers in general were more satisfied with the promotion campaigns than before.

Well-known and simple mechanisms have remained popular. Consumers like it if the prize game conditions and the process itself are simple. However, the uploading of AP codes is still the most critical part of these activities. The bottom line is: for today’s consumers a promotion’s value lies in playing and taking part in something that is a real experience. If you would like to learn more about this topic, come to our trade day next April.

Drink category, GOLD MEDAL: Coca-Cola HBC Magyarország

Coca-Cola summer campaign

HoReCa category, GOLD MEDAL: Coca-Cola HBC Magyarország – Heythere agency

Rézangyal loyalty promotion

In the summer of 2018 Rézangyal teamed up with the Fundango brand to launch a limited edition collection of capsules, which consumers could obtain with the help of the coupons they got for drinking pálinka at the VOLT, Balaton Sound, EFOTT, SZIGET and STRAND festivals. In the 26 days of the promotion more than 19,000x4cl Rézangyal pálinka was sold and the brand acquired more than 1,400 ambassadors. //

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Non-food category, GOLD MEDAL: Wonderduck Agency– Orbico Hungary – Mastercard

Valueable prizes

Two prize games were implemented for Orbico Hungary – with support from Mastercard – in 2018. Altogether 3,740 CBA, Príma, Reál, Coop, Azúr, Goodsmarket, Eurofamily and Privát stores took part in the activity, where those who purchased an Orbico product got a 10-percent discount if they paid by card. The proportion of card payments jumped 20 percentage points and the basket value rose by 19 percent. Prizes included a car, iPhones and PG gift packs.

Retail category, GOLD MEDAL: SPAR Magyarország – Greenroom

Human speed cameras

SPAR rolled out its SPAR enjoy convenience range in 2018. The main message of the promotion was how much time shoppers can save if they choose these products instead of preparing them at home. On 2 October 2018 SPAR installed a special speed camera on Széll Kálmán Square in Budapest, to measure the speed of people going to work. Hostesses stopped those who were walking too fast, and gave them a SPAR enjoy sandwich and their speed camera photo.

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Online category, GOLD MEDAL: SPAR Magyarország – Greenroom

A night at SPAR – Children’s Day activity

In May 2018 SPAR selected 13 children on Children’s Day, who could enter a SPAR store when it was closed at night and take one product home for free. The objective of the campaign was to make SPAR a ‘love brand’. Before and after the ‘shopping’, SPAR’s face, television personality Nóra Ördög interviewed the children, asking them about their expectations beforehand and the actual experience afterwards. The retail chain edited a 5-minute video from these footages.

Trade magazin special award: METRO – Mastercard – METSPA – Wonderduck

Show off your cooking skills!

METRO Kft. invited 26 product manufacturers and suppliers to promote culinary products available in METRO stores. The two-week campaign rested on two pillars: a prize game with price discounts and extras in the case of card payment, and a cooking contest with the participation of popular public figures. Thanks to Mastercard Europe participation, those who purchased for more than net HUF 9,000 and paid with a debit card received a gross HUF 1,000 voucher and could win a gross HUF 50,000 voucher.