Promotion of the Year awards presented at a trade conference

Zsuzsanna Hermann
CEO-editor-in-chief
Trade magazin

Zsuzsanna Hermann, CEO and editor-in-chief of Trade magazin opened the event, who highlighted the growing importance of promotions in the current economic climate.

Lili Rókusfalvy
moderator

Promotions are in their golden age, when price is once again everything. However, promotions are no longer just targeting price-sensitive customers, as they are increasingly moving towards value creation.

What do households like?

Tünde Turcsán
managing director
CPS GfK-YouGov

Tünde Turcsán, managing director of CPS GfK-Yougov gave a presentation on the promotional shopping habits of households. She showed how households react to different promotional offers and how age differences influence their purchasing decisions. Data reveals that the most popular promotional activities include instant discounts, redeeming points and 1+1 promotions, as well as instant gifts; consumers are less keen to collect receipts and product packaging.

Dr. András Csenterics
attorney at law
PwC Legal

Dr András Csenterics, attorney at law at PwC Legal explored the changes in the legal environment for AI. The AI Act – recently adopted by the European Parliament – is a particularly important milestone, as it provides a single framework for all EU member states. This focuses on risk-based regulation, where different ways of using AI are put into different risk categories.

 

The conference room was packed at the Promotion Day again this year, as it is really important now to learn more about what makes a promotion successful among Hungarian customers today – and that’s what we spent a whole day discussing

Gábor Tolnai
head of marketing
insight division
Kantar Hoffmann

Hope and excitement

Gábor Tolnai, head of marketing insight division at Kantar Hoffmann introduced the details of the competition, highlighting the importance of consumer feedback in the evaluation of the entries. The opinions of the shoppers who participated in the focus groups showed how much more critical and suspicious consumers have become compared to a year ago, and how important it is to have better chances of winning in promotions with little effort.

István Kerek
owner
Everengine

István Kerek, AI business development expert, owner of Everengine and founder of the “ChatGPT in Hungarian” FB group illustrated his main message with practical examples: AI doesn’t replace human intelligence, it only complements it. He pointed out that we are in the 24th hour: now is the time for the real AI boom, which will hit companies like a tsunami.

These glass prizes and the certificates were awarded this year in connection with the 16th edition of the competition. The winners are listed on the following pages!

Generated vs. craft

Ádám Vaszary
operative director
Positive Adamsky

Ádám Vaszary, managing director of Positive Adamsky and founder of Signature 40 presented international trends in AI use, from an agency perspective. He underlined that in the future, although there will be a growing focus on AI-generated content, craft ads will continue to be of value in the market. The expert stressed that efficiency, customer satisfaction and multichannel engagement will remain key in marketing strategies.

Dr. Ildikó Fazekas
director
ÖRT

The conference concluded with a presentation by Dr Ildikó Fazekas, secretary general of the Advertising Self Regulatory Board (ÖRT) who introduced the current regulations on promotional activities. She clarified that while the primary objective of advertising is brand building and a kind of short- or long-term return on sales, the main goal of promotion is generating sales – but brand building isn’t a negligible return either. //

 

Winners, runners up and special prize holders and award presenters on the podium at this year’s Promotion of the Year awards

//

Food category, GOLD MEDAL: POS Services Kft. and Nissin Foods Kft. 

Nissin Tour De Cup

The Tour de Cup campaign was specifically designed for Generation Z. The promotion took place in 16 locations over 32 days and its goal was to encourage young people to exercise and compete in a playful way, while introducing them to Nissin products. Participants were riding on indoor bikes for 3 minutes, which is just the time it takes to prepare Nissin products.

The award taken over by Zoltán Takács creative director, Patrícia Egri junior account manager, POS Services and Péter Illés sales manager, Nissin

//

Food category, SILVER MEDAL: Pick Szeged Szalámigyár és Húsüzem Zrt. – PICK Salamis.
Flavours memories for life – Canvas bag packaging

For top salami brand PICK, the objective was to create value by combining modernity with new trends. In addition to this, the company also wanted to appeal to the younger urban generation, not just the traditional PICK target groups. Canvas bags were designed with graphics combining salami flavour memories and contemporary art.

The award taken over: Péter Fejes group brand manager and Zsuzsanna Balogné Harkai product manager, Bonafarm PICK Márkacsoport

//

Food category, BRONZE MEDAL and TMK SPECIAL AWARD: In-Food 2000 Kft.

Rio Mare & Rummo – When Italian flavours meet

A budget-friendly promotional offer has been created to help prepare delicious, healthy and quick-to-cook meals: customers could try the market-leading Rio Mare brand as well as the excellent Rummo pasta with a discount of almost 40% – about HUF 1,700 cheaper. Italian recipes were adapted to Hungarian taste and in-store recipe cards were waiting for shoppers.

The award taken over by Krisztina Papp marketing manager and Klaudia marketing manager, In-Food 2000

 //

Food category, BRONZE MEDAL: Eisberg Hungary Kft.

May – The month of salad consumption

In May Eisberg ran a number of promotions with partners and also launched a HUF 500,000 SPAR/INTERSPAR shopping voucher prize game – many shoppers played because of the inflation. They also wanted to raise awareness of the dangers of unhealthy eating and obesity. The campaign has placed a strong emphasis on online communication through the Screvo app and Eisberg’s own social media platforms. Point of sale promotions and tasting sessions also targeted shoppers.

The award taken over by Laura Spielmann
marketing and communication
manager, Eisberg Group and Judit
Szalai sales manager, Eisberg Hungary

 //

Food category, TRADE MAGAZIN SPECIAL AWARD: HUNGARIAN PRODUCT Nonprofit Kft. and Tricky Communications Kft.

Hungarian Product “Prize money 2023” promotion

The “Hungarian Product prize money 2023” promotion has broken records in terms of both participant numbers and the amount of prizes. The main goal was to promote the Hungarian Product trademark and domestic manufacturers. Players could easily participate in the game, which included 8 manufacturers, 12 brands and nearly 350 products.

The award taken over by Csaba Kuritár creative director, Janka Máté-Csóti CEO, Tricky Communications and Anita Kádár key account manager, Magyar Termék

//

HoReCa category, GOLD MEDAL: Screvo App Kft.

Be the Meister of the biggest parties!

Jägermeister commissioned Screvo App with creating and implementing a competition that promoted consumption in the HoReCa channel in addition to retail. Players could participate using a simple code card, and by playing the game participants interacted with Jägermeister brand elements, strengthening the brand image.

The award taken over by Péter Tóth owner, managing director and László Sinkovicz marketing manager, Screvo App

 //

HoReCa category, SILVER MEDAL: Rewart Kft.

Win a trip to Dublin with Guinness!

Guinness encouraged product trial and strengthened the brand-consumer relationship with a premium beer campaign. The aim was to create the ultimate draught experience, shared with photos taken in participating pubs in a closed Facebook group. The promotion was a chance to win a trip to Dublin and premium Guinness products.

The award taken over by Szilvia Orbán on-trade customer marketing manager and Zalán Morvay account manager, Rewart

//

Drink category, GOLD MEDAL: Heinemann Testvérek Kft.

Become a rock star! (Jim Beam & Tankcsapda)

Online shoppers were given a code, while customers could win instant gifts in HoReCa units. The main prize was a one-day rock experience with Hungary’s most popular band on the stage of Budapest Park. As a result of the promotion, sales of participating products increased and new customers appeared, who were specifically looking for the promotional products.

The award taken over by Dániel Kis trade marketing manager, Heinemann Testvérek

//

Drink category, GOLD MEDAL: Márka Üdítőgyártó Kft. and SKY Marketing Communications Kft.

Márka is 50. Did you win today?

In 2023 soft drink Márka celebrated its 50th birthday and the anniversary prize game modernised the brand’s traditional bottle cap collection, activating participants through a website. The promotion offered daily, weekly and monthly prizes, plus special prizes and a record HUF 15m main prize.

The award taken over by Adrienn Horváth marketing- and HR-director, Márka Üdítőgyártó and Péter Novák deputy managing director, SKY Marketing

 //

 

Drink category, SILVER MEDAL: ACG Reklámügynökség Kft. és A4C Marketing Kft.

Open and win!

Soproni beer’s campaign goal was to offer a simple, memorable experience that motivates the target audience to spend time together. The promotion strengthened the Soproni brand’s position by encouraging trial and buying again, while building on the importance of the time spent together.

The award taken over by Zoltán Vas sales and marketing director, A4C, Katalin Zimre senior account manager ACG, Fanni Salem junior brand manager, Bernadett Balogh modern trade channel and category development manager, Heineken and László Greksa digital director, ACG

//

Drink category, BRONZE MEDAL and POPA SPECIAL AWARD: Coca-Cola HBC Magyarország Kft. and Displaygyár Kft. 

Coca-Cola Always On

Coca-Cola’s campaign set out to strengthen brand awareness and enhance the customer experience at the point of sale. The 40-50m² installations are equipped with digital displays and custom design in-store displays, which contribute to increasing partner satisfaction and ensuring long-term collaboration. 

The award taken over by Zoltán Kozma project manager, Displaygyár, Georgina Talabos channel marketing activation executive and Ágnes Nagy channel marketing activation executive, Coca-Cola HBC Magyaroszág and Irén Mágory managing director, Displaygyár

//

Retail category, GOLD MEDAL: Rewart Kft., Mastercard Magyarország Kft., Penny-Market Kft.

Let’s turn the world upside down!

PENNY and Mastercard’s joint campaign was a special programme focusing on creating experiences and exciting moments. The concept was to find a connection point and experience that was both familiar and exciting. Daily Aquaworld tickets, a dream trip to Barcelona and to the PortAventura Theme Park were drawn.

The award taken over by Barbara Somoskői CRM team lead, deputy head of strategic marketing, Penny, Péter Mondovics marketing manager, Mastercard és Tímea Mege client service director, Rewart

//

Retail category, SILVER MEDAL: Auchan Magyarország Kft.

VIP Shoppers Night

On 8 December Auchan Magyarország extended its opening hours by two hours to 23:00, in order to facilitate the holiday shopping of its loyalty programme participants. During the VIP Shoppers Night loyal shoppers were welcomed with champagne and offered extra discounts on Christmas products, toys, textiles, beauty and health food, perfumes and books.

The award taken over Hajnalka Széll national marketing and shopper relations director and István Benczédy director of pricing, Auchan

//

Retail category, BRONZE MEDAL and TRADE MAGAZIN SPECIAL AWARD: ROSSMANN Magyarország Kereskedelmi Kft., Promolab.io Kft.

October winning hours – Rossmann 30 prize game

On the occasion of its 30th anniversary, drugstore chain Rossmann launched a nationwide prize game in which all customers spending more than HUF 3,000 could participate. 250 of their stores and the online shop took part in the game. Prizes could be won every hour.

The award taken over by István Tóth product manager, Rossmann and Jácint Goneth head of business development, Promolab.io

//

Non-food category, GOLD MEDAL and CSR SPECIAL AWARD: Henkel Magyarország Kft.

Pink October with Henkel

Henkel Magyarország raised awareness of the fight against breast cancer through a special cooperation. In the promotion the Foundation for Curing Breast Cancer received 5 forints for every product sold, to which Henkel added HUF 3m. The company’s full portfolio – including detergents, cosmetics and deodorants – participated in the initiative.

The award taken over by Eszter Guba junior brand manager and Zsuzsanna Szak Consumer Brands director, Henkel

//

Non-food category, SILVER MEDAL: Essity Hungary Kft.

Spend smartly! Zewa nationwide prize game

In response to the economic crisis and high inflation, Zewa launched the “Smart shopping” campaign to encourage consumers to make conscious purchase decisions. Shoppers could enter by buying two Zewa products and the campaign was complemented by attractive prizes. The campaign was timed to coincide with the back to school period and the big autumn cleaning.

The award taken over by Réka Forgách Zewa brand marketing manager and Viktória Papp shopper marketing manager, Essity

//

Online/Digital category: GOLD MEDAL: POS Services Kft.

ValMar x Burger King influencer campaign and concert

A collaboration between Burger King and the pop band ValMar Duo has put the “ValMar King” sandwich on the menu. The campaign was designed by Peaktime Agency and included online influencer content, audience meetings and a live concert. Concert tickets were available for purchase through the Burger King app

The award taken over by Zoltán Takács creative director, POS Services

//

 

Online/Digital category, SILVER MEDAL: Screvo App Kft.

Be the Meister of house parties!

Screvo App created a complex prize game campaign for Jägermeister, focusing on home and other consumption occasions. The campaign targeted men and women aged 18-39 and the game consisted of four parts: in-store shopping incentive, HoReCa game, free questionnaire game and an extra round for the grand prize.

The award taken over by Péter Tóth founder, managing director, Screvo App

//