Promotional
Brief
The
Sydney Organising Committee for the Olympic Games
(SOCOG) wanted to develop a promotion
that would help
identify its official major sponsors. Their aim
was to provide ‘reward and recognition’ for
the diverse companies that were providing the
key financial, technical and personnel support
that
would make the
Games possible.
Strategy
SOCOG decided on a ‘Play ‘n’ Win’ promotion
to run during the Sydney Olympic Games. Major
prizes and second chance draw prizes were to be distributed
on behalf of each major sponsor.
This meant covering
20 sponsors in all, with
four displayed on each game card. Each of these
four
sponsor panels
featured a scratch area, which revealed details
of the major prize, runner-up prize or second
chance entry for that card.
Solution
This enormous and high-profile
promotion required Penfold Buscombe to produce
2.4 million game
cards for distribution
in two major newspapers. Our size and experience
with gaming and loyalty promotions meant
we could process
all the data in-house, successfully seed
the database with winning cards, maintain complete
data security,
and manage full quality control.
Our advanced
inkjet capabilities also allowed us to run the
job with multiple cards per
sheet, to
achieve
a quality result within a practical timeframe.
For
the Channel 9 “$1 million Cash Giveaway”,
we were able to design, produce and
distribute a staggering 6.8 million scratch and
win game cards in just 8 days – to
help achieve a doubling in Channel
9’s recorded
ratings over the promotional period!
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