The most successful promotion of the year 2016 – silver medal winners

_{Erik Vágyi
research director
Kantar Hoffmann}

According to Erik Vágyi, research director of Kantar Hoffmann, the proportion of consumers who are sensitive to promotions is 59 percent. Less educated consumers, city dwellers outside of Budapest and women pay the biggest attention to promotions. They reckon that offers to loyalty card holders, tasting sessions and coupon promotions are the best strategies. In the HoReCa category consumers like those promotions where they get some kind of experience. In the non-food category it turned out that brands which aren’t very well known shouldn’t organise promotions that involves buying more products. As for the online/digital category, it is also promotions that offer experiences which work well. Facebook is a platform that is comfortable to use, but not everyone is present in social media. In the food category tasting sessions are still the most popular. //

Food category, SILVER MEDAL: HUNGARIAN PRODUCT Nonprofit Kft – Winner Hungarian products

The campaign’s objective was to promote products bearing HUNGARIAN PRODUCT Nonprofit Kft.’s trademark. Maxxon Reklám Kft. implemented the campaign: in a 4-month period more than 100 products of 8 companies participated in the prize game and nearly 5 million products were available in shops in promotional packaging.Shoppers had to upload AP + EAN codes to www.magyartermeknyeremeny.hu and the main prize was HUF 1 million. 56,340 shoppers played the game, 84,657 codes were uploaded and consumer loyalty to the participating product increased. //

Online category, SILVER MEDAL: SPAR Magyarország Kft.
and REON Digital Kft. – SPAR Magic Storm

One of the campaigns celebrating SPAR’s 25th birthday was Magic Storm. A Facebook game was organised between 1 and 30 March 2016, in which shoppers could win HUF 1,000, 2,000 and 3,000 vouchers. In three INTERSPAR stores an in-store promotion was also implemented, in the style of old television quiz shows, with several thousand forint vouchers or chocolate as the prizes. //

Food category, SILVER MEDAL: SPICE Communication Kft. and SPAR Magyarország Kft. – School trips out of a fairytale

In 2016 the SPAR Group celebrated its 25th anniversary in Hungary. The campaign’s face was television personality Nóra Ördög as the Birthday Fairy. Between 31 March and 13 April 2016 shoppers could take part in a prize game (they got 10 points for every HUF 5,000 spent) in SPAR, INTERSPAR, City SPAR, SPAR partner and SPAR market shops. The main prize was three HUF 800,000 school trips for primary or secondary school students. Those classes could enter the draw which collected minimum 500 points. Magyar milk, Pöttyös and Milka were partners in the promotion. 578 classes played the game and 24,640 receipts were uploaded to the website. //

Food category, SILVER MEDAL: Rewart Kft. and Penny MarketKft. – Win with the 20-year-old Penny!

The main campaign objectives were thanking Penny customers for their 20 years of loyalty, communicating the brand’s new image and increasing sales. Shoppers could play a game in SMS messages or online and the main prize was a red Dacia Duster. The campaign reached the target group successfully and the promotion had great influence on sales results. Many Penny-goers were activated in social media in the nationwide online campaign. The promotion strengthened ties between customers and Penny, and both basket value and buying frequency increased. //

Drink category, SILVER MEDAL: HD Group Communication Agency – Jack Daniels Virtual Reality

The agency’s task was to increase sales of the 150-year-old US whiskey brand Jack Daniels by at least 20 percent. Goals included offering consumers an exclusive experience courtesy of the brand. The Heinemann Duty Free shop at Liszt Ferenc International Airport was a special campaign location, where passengers could put on VR glasses to take a 2-minute virtual tour of a Jack Daniels distillery in Tennessee and taste the product. Result: 25,000 contacts were made and volume sales surged by 97 percent. //

HoReCa category, SILVER MEDAL: HD Group Communication Agency – Zwack Unicum promotion

The agency’s task was to communicate the values of the Unicum brand in-store, in the HoReCa channel and at festivals. HoReCa: Unicum Plum Bars were built in Budapest and in 12 regional centres, where there were tasting sessions and prize games; more than 8,500 gift coupons were redeemed. Festivals (Sziget, Volt, Fishing on Orfű): Unicum Plum Bars were built and more than 800 litres of Unicum was sold. In-store: activities were organised in the 25 busiest Hungarian hypermarkets at 8 weekend. //

Non-food category, SILVER MEDAL: Target Sales Group Kft. – Inecto Naturals – Budapest Zoo prize game

One of the fundamental principles of Inecto Naturals is protecting the environment and animals, because the brand uses no animal testing. It is very important for animals living in a zoo to be ‘entertained’ and for this toys are needed, which are very expensive. Shoppers who purchased at least 2 Inecto Naturals products between 1 October and 30 November 2016 and registered with the AP code at www.inecto.hu/nyeremenyjatek automatically donated HUF 150 to the Budapest Zoo and entered a prize game. In the end HUF 300,000 was collected for the zoo and Inecto Hungary also became the foster parent of baby orangutan Anna Hanna for a year. //