“Most successful promotion of the year 2023” awards were presented to the winners

This article is available for reading in Trade magazin 2023/6-7.

Entries arrived in 7 categories to this year’s contest from brand manufacturers, advertising agencies and retailers, and 5 special awards could also be won. The winners were decided based on the evaluation of the 14-member jury of experts, and on the results of a 4 focus group survey conducted by market research company Kantar Hoffmann.

Zsuzsanna Hermann
MD-editor-in-chief
Trade magazin

Zsuzsanna Hermann, CEO and editor-in-chief of Trade magazin, welcomed participants and talked about the growing importance of promotions in the current market situation.

Péter Geszti
marcomm expert, producer, performing artist

Péter Geszti was the first presenter of the day, who talked about the importance of promotions always building the brand, no matter what the conditions are.

Gábor Tolnai
head of marketing insight division
Kantar Hoffmann

Gábor Tolnai, the head of Kantar Hoffmann’s marketing insight division analysed the 26 entries of the competition in detail, relying on the answers of the consumers interviewed in the focus groups.

Every year the results also make the conference really special, because the category winners and the special award winners introduce their campaigns.

Szilvia Krizsó was the moderator of the award ceremony and the trade programme.

From the event’s sponsors, two companies brought useful and trendy services that can be of great help in future campaigns.

The event has traditionally attracted great interest, and this year was again accompanied by a full-day programme

Tamás Harci
CEO
iPixel

Tamás Harci, the CEO of iPixel introduced the company’s latest innovation that can be used for supporting in-store promotions.

Zoltán Tóth
DEO
DigInStore

Zoltán Tóth, the CEO of DigInStore brought a promotional tool to the conference, which had already debuted with great success at international trade fairs.

Attila Kolonics
managing director
Art Match

Ildikó Kátai
secretary general
POPAI Magyarország

The organisers ended the conference with sharing what they had seen at EuroShop, the biggest POP-themed trade fair in the world: Ildikó Kátai, general secretary of POPAI Hungary Association and Attila Kolonics, managing director of Art Match analysed the 120,000m² trade show from a professional perspective. //

The most successful promotions have been awarded for the fifteenth time this year. Congratulations on behalf of our partners and the jury!

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Food category, GOLD MEDAL: Havas Media Hungary Kft. – European Fresh Force

The awards were presented toZsanett Fekete (middle) on behalf of NAK, and László Nagy (left) and Dávid Vincze (right) from Havas Média

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Food category, SILVER MEDAL and TRADE MARKETING CLUB SPECIAL AWARD: Human Telex Advertising & Event – Adventibi Prize Game

In November-December 2022, the tibi brand rolled out a nationwide consumer promotion. Every tibi product participated in the Advent calendar themed campaign. Buying only one product was enough to enter the prize game, and thanks to the daily prizes shoppers felt they had good chances for winning. The main target group was 30-50 year old mothers.

The awards were presented to Sándor Balázsovics, Bonbonetti and Gabriella Hoffmann, Human Telex Advertising & Event

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Food category, BRONZE MEDAL and Trade magazin SPECIAL AWARD: HUNGARIAN PRODUCT Nonprofit Kft. and Tricky Communications Kft. – Hungarian Product Prize Wheel promotion

The Hungarian Product Prize Wheel promotion was an activity based on product purchase. Besides sales promotion, its main objective was informing shoppers about the Hungarian Product trademarks and introducing the trademarked products. This campaign targeted the main shoppers of households, but it didn’t focus exclusively on families. Thanks to the nearly 240 participating products, consumers had a large number of promotional choices.

The awards were presented to Csaba Kuritár (Tricky Communications) and Anita Kádár, Magyar Termék

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Food category, BRONZE MEDAL: Eisberg Hungary Kft. – Let’s eat together! Buy and support the Bravery Camp Foundation with your purchase!

The slogan “Let’s eat together” and the fun packaging refer to the product’s mission, and from the price of every bag bought 5 forint went to the Bravery Camp Foundation. Shoppers could read all the important information about the campaign on the packaging, which featured the Bravery Camp logo. The online channel was very important in the campaign: here the company could monitor the reach, target groups and reactions instantly.

The award was presented to Laura Spielmann, Eisberg Hungary

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Drink category, GOLD MEDAL: Coca-Cola Hungary – Fanta Halloween

The consumer promotion was based on the proven mechanism of bottle cap code uploads. Valuable prizes were drawn daily and weekly during the campaign. The main prize was a Sony gift pack, with a PlayStation5 game consol as the top item. The objective of the consumer promotion was to build brand awareness and to strenghten Fanta’s market share through spectacular POP tools and other creative display solutions.

The award was presented to Zsuzsanna Lenkey, Coca-Cola HBC Magyarország

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Drink category, SILVER MEDAL and POPAI SPECIAL AWARD: Zwack Unicum Nyrt. – Unicum Shop in shop installation

Since 2021 the Unicum brand has been using the shop in shop activity to recreate the brand’s world in stores, telling the story of the Zwack family and how Unicum is produced. Every month the company took the 8m² or 12m² educational installation to a different shop. Besides immersing themselves in the Unicum experience, shoppers also had the opportunity to buy any product from the full Unicum portfolio.

The awards were presented to Péter Balázs, Krisztina Kérdő, Fanni Szekrényes and Dóra Reider from Zwack Unicum

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Drink category, BRONZE MEDAL: Heinemann Testvérek Kft. – Jim Beam & Tankcsapda Welcome Session

Jim Beam and rock band Tankcsapda have been collaborating for years, but in 2022 a special VIP gig by the band also formed part of the promotion. Jim Beam organised the exclusive private event, where 576 Tankcsapda fans who won in the promotion celebrated the 25th anniversary of the band’s album, “Connektor: 567”. The main prize was participating in a Jim Beam & grill party with the band.

The award was presented to Dániel Kis, Heinemann Testvérek

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Drink category, BRONZE MEDAL: POS Services Kft. – Coca-Cola Christmas campaign

Coca-Cola’s integrated Christmas campaign involved building a 30m² shop in shop. Hostesses were distributing product samples and coupons. Visitors of the shop also had the chance to make a video about themselves inside a special snowball, using a 360-degree camera, which they could instantly send to their friends as Christmas greetings.

The award was presented to Zoltán Takács, POS Services Kft., Tamás Harmati, Coca-Cola HBC Magyarország Kft. and Anna Polyák, POS Services Kft.

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HoReCa category, GOLD MEDAL: Heineken Hungária Sörgyárak Zrt. and Domino Reklámügynökség Kft. – Heineken Silver VR Hostess promotion

Heineken backed the launch of Heineken Silver in the HoReCa segment, at partners and various events with a Metaversum type game, connecting to the virtual rollout of the product at global level. Players had to put on VR glasses and collect various Heineken products in the virtual space to score points. They could also win different prizes and make funny photos in front of a selected digital background.

The awards were presented to Eszter Czaun (Heineken), Tibor Fazekas, Zsófia Almássy, Gabriella Fazekas–Páskuly from Domino advertising agency and Lilla Erdélyi (Heineken)

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HoReCa category, SILVER MEDAL: Dreher Sörgyárak Zrt. – Quality Draught Beer Programme

HoReCa workers understanding and accepting the importance of draught beer – this was the main goal of the campaign. As part of the promotion, Dreher’s masters taught bar and restaurant staff how to pull the perfect pint. At the same time the campaign also informed consumers about the programme, who could learn about different techniques and the nearest bar where trained staff serves their draught beer.

The award was presented to Evelin Garbaczné Gróf, Dreher

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Non-food (household cleaners and beauty products) category, GOLD MEDAL and CSR SPECIAL AWARD: Henkel Magyarország Kft. – Persil for children #cleanclothesforeveryone

As part of its global campaign, Persil collaborated with Új Start Foundation in Hungary, to help poor families with minimum 150,000kg of clean clothes and to contribute to the education of nearly 50 talented children. In the promotional period 7 forints from the price of every Persil laundry detergent went to the foundation. As part of the campaign, Persil provided more than 2,500 households with laundry detergents enough for minimum six months. Új Start Foundation has great experience in helping children in need – one of their initiatives is a grant system.

The awards were presented to (from left): Csilla Pásztor, Henkel 

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Non-food (household cleaners and beauty products) category, SILVER MEDAL and Sustainability SPECIAL AWARD: Henkel Magyarország Kft. – Play for a greener future

Since 2016 shoppers can take back empty Henkel product bottles to Rossmann stores, for which they receive coupons and can cast their votes on institutions they wish to support. In 2022 Henkel and Rossmann organised the “Play for a greener future” sustainability promotion for the 6th time. Every crèche, kindergarten or school with minimum 200 votes received a HUF 20,000 Henkel-Rossmann hygiene package. This year the overall winner got HUF 2 million for a playground of their choice, made from recycled materials.

The awards were presented to Viktória Szirmák-Szabó, Henkel

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Non-FMCG category, GOLD MEDAL: Soudal Magyarország Kft. – Soudagrill promotion

Consumers could win a spectacular Grill Barrel if they bought Soudal products and registered to play. There was a winner in every store and the prize was handed over in the shop. Store staff was also motivated, as the three stores with the most customer registrations received prizes. The campaign was advertised by word of mouth and leaflets, there was a microsite, newsletters, Facebook posts and a YoutTube video.

The awards were presented to György Mosolygó and János Oltyán, Soudal Magyarország

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Non-FMCG category, GOLD MEDAL and ONLINE/DIGITAL category, GOLD MEDAL: STABILO International GmbH Magyarországi Fióktelepe and Lounge Group – Colour with words

As young people are using pens and pencil less and less because of the conquest of digital devices, STABILO’s mission was to raise the interest of 14-24 year olds in handwriting, and of course in the products they need to practice it. By expressing themselves creatively, participants could meet members of the pop band VALMAR or win STABILO gift packs. Sales of STABILO’s flagship product, the point 88 fineliner grew by 20% in comparison with the same period of the previous year.

The awards were presented to Máté Molnár (left) and Dorothea Pokol, Lounge Group, and Nikolett Pankotai–Háber and Péter Sótonyi, STABILO

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Retail category, GOLD MEDAL: Rewart Creative & Digital Agency and MOL Nyrt. and Mastercard Hungary Kft. – WHERE WOULD YOU GO FROM 5 MILLION FORINTS?

Beyond the app an adventure full of experiences is waiting for you! This was the message that the campaign’s creative concept intended to communicate. With the combined use of the MOL Move app and a Mastercard® card, participants could win cash on a weekly basis, and the main prize was a HUF 5 million dream trip. This prize was special because the destination wasn’t picked in advance, so that the lucky winner and the organisers could plan the trip based on the winner’s own needs and ideas.

The award was presented to Bence Bögös, MOL Magyarország; Péter Mondovics, Mastercard; Tímea Mege, Rewart; Regina Duska, Rewart; Viktória Sváb-Kis, MOL Magyarország; Nóra Szilicsány, Rewart and Szandra Völgyesi, Rewart

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Retail category, SILVER MEDAL: Rossmann Magyarország – Casino Rossmann

One of the promotional goals was to have as many consumers as possible download and register in the mobile app. The game was easy to access and participation didn’t depend on the sum spent per purchase. In addition to physical stores, customers of the online drugstore could also play.

The award was presented to István Tóth, Rossmann

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Retail category, BRONZE MEDAL: SPAR Magyarország Kereskedelmi Kft. –SPAR and Street Kitchen present: Fördős Zé: “Holidays from A to Z” book

SPAR commissioned Street Kitchen and Fördős Zé with compiling a book containing 93 recipes for the winter holiday season. Shoppers could only buy the book in SPAR and INTERSPAR stores and in the SPAR online shop, from November 2022. The recipes featured SPAR private label products among the ingredients. With various coupons – for spending more than HUF 6,000 or for using the MySPAR app – customers could buy the book 40% or 50% cheaper.

The award was presented to Krisztina Gulyás and Katalin Varga, SPAR Magyarország

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ONLINE/DIGITAL category, SILVER MEDAL: Auchan Magyarország Kft. and BlackBelt Holding Zrt. and Mito Digital Zrt. – Month of trust

October 2022 was the month of trust in Auchan stores, and the first 10,000 users of the new Aucahn app won 20 million Trust Points – that is HUF 20 mlllion – between 1 and 30 October. With the month of trust Auchan also strengthened its sustainability strategy, plus the retailer gave customers the chance to shop spending less.

The awards were presented to Zsófia Tóth, Mito Digital; Lilla Karlovics, Miklós Czeglédi, Tamás Gál, Auchan; Norbert Takács, BlackBelt

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