Thousands of entries. Eleven pieces of press coverage already. And the Great Big Giveaway is still only part-way through its six-week run.
We’ve been working with SPAR Scotland on the Great Big Giveaway, an integrated consumer campaign designed to drive in-store participation, create excitement around the brand and deliver a seamless journey from purchase through to prize fulfilment.
Flourish’s role has covered the campaign end-to-end: developing the campaign strategy and mechanics, messaging and proposition, creative concept and campaign assets, POS requirements, digital journey and UX, supplier sell-in materials, retailer communications, and the wider integrated channel approach.
We also designed and built the competition entry journey, including the QR-led landing page and customer data capture process, and we’re managing the weekly prize draws, receipt verification, winner communications and voucher fulfilment throughout the campaign.
Alongside this, we developed the PR and amplification strategy and are managing media outreach throughout the six weeks, identifying national, trade, regional, community and winner-led opportunities to keep momentum building.
The result so far? Thousands of customer entries and nine pieces of media coverage across titles including The Herald, Retail Times, Grocery Gazette, Convenience Store, Scottish Grocer & Convenience Retailer and Scottish Local Retailer.
It’s a brilliant example of integrated campaign delivery in action: strategy, creative, digital, PR, retailer communications and fulfilment all working together around one consumer proposition.
And there’s still plenty more to come.
