'Insured promotions'...

Date: 25/06/2008

‘Insured promotions’ or ‘how to give away a £30K Land Rover Defender for just £5k’

This is Chemistry has been appointed by ACS Stainless Steel Fixings to run a sales promotion campaign to give away a £30k Land Rover Defender as a prize.

Ray Mason, Chemistry’s Head of Client Services and long-time sales promotion veteran, developed the promotional mechanic which has enabled the concept to come to life.

“ACS manufactures and supplies specialist stainless steel fittings to the construction industry”, explains Mason. “They’re number two in their field – but with attitude. Our brief was to help ACS shake up the sector and close the gap on the market leaders.  Here at this is Chemistry, we’re all about helping our clients to punch well above their weight – so on went the thinking caps.”

ACS products are British made, from quality steel, rugged, robust, built to last and can go almost anywhere on an building site.

“Sounded like a Land Rover Defender to me,” says Mason. “The client agreed, so we needed to find a way to allow ACS to offer one to its customers, but within a reasonable budget. Part of how we work at this is Chemistry – and how we punch above our own weight – is to call on our highly developed network of contacts. We spoke to a specialist promotional insurance broker; with their advice, we put together an 'insured promotion mechanic' that effectively creates very high odds against an entrant reaching the correct solution to a simple challenge, delivered by trade press advertisements and targeted direct mail.

“This created an environment where we were able to insure ACS against the possibility of a correct solution being submitted – and with the insurance policy at around 15% of the value of the prize we were able to offer a £30,000 fully-loaded Land Rover Defender as a competition prize without breaking the bank.”

If you want to ensure that your product makes maximum impact for the least possible spend, make it your policy to talk to this is Chemistry about 'insured promotion mechanics' – just click here.