02 Sep Ticking Everyone’s Box
You can’t please everyone, right?! Well, for this Gatorade x Coles x AFL promotion, we’ve given it a red-hot go!
This campaign is literally offering a truly ‘money can’t buy’ experience with a trip for four to the AFL Grand Final including access to the inter-change bench on the sideline! Yes, that’s next level but if they can pick the score, the winner will also land a ridiculous $100,000 cash prize!
When being briefed, there are always conflicting objectives with any promotion. Brand vs Sales, Retailer vs Consumer etc, and this campaign is the epitome of that challenge…
- Asahi Lifestyle Beverages’ main sports drink, Gatorade, wants to leverage its partnership with the AFL;
- The AFL wants to provide an emotive and engaging prize to a drawn Coles winner;
- Coles Supermarkets has a mandate for offering winners a MASSIVE prize;
- And finally, we know that shoppers also want a bigger, more realistic chance of winning smaller prizes.
Hive has managed to find the balance.
- Win a $62,000 trip for 4 to the Grand Final (to leverage Gatorade’s AFL partnership)
- Plus, the chance at $100,000 cash (ticking Coles’ requirement of a massive prize); and
- 10 x Daily $150 AFL Store Vouchers (to increase the perceived chance of winning).
Hints & Tips
We would normally suggest that a single tier of prize messaging is best in class (‘what can I win, what are my chances, how do I enter’) but it is not always practical. On the flip side, if all stakeholders’ boxes are ticked, they are much more likely to get behind the campaign and push it hard. For example, because Coles’ objectives have been listened to, the support and displays are going to be far stronger than if Gatorade had just done its own thing.
Why not check it out in store, buy Gatorade and then enter at www.colesgatoradeafl.com.au.
Did you know?!
We know that our customers are feeling the economic pinch at the moment and it is becoming increasingly difficult to justify giving away large prizes (or lots of prizes). By using promotional risk, you can maintain the rich promotional headlines without the threat of it blowing your budget.
