Instant Win
Dr Martens Key to the City
- Product
- Dr Martens
- Promotion
- Key to the City
- Promoter
- Dr Martens
- Promotion Period
- 01.04.2007 – 31.07.2007
We’re all used to seeing sales promotions on cereal boxes, washing powders and crisp packets… but what about on shoes?
Dr Martens came to Umbrella with a big idea. They wanted to run a global sales promotion called ‘Key to the City’ which would involve attaching uniquely coded keys to each pair of shoes with a chance to win various holidays to the world’s most exciting and iconic global experiences.
The magnitude of the campaign left them with many questions, especially around the logistics and risks of the promotion. Umbrella’s expertise in this area made us instrumental in how the promotion was constructed. We were able to advise on relevant legislation in various countries, allowing Dr Martens to confidently launch the promotion across 12 markets including: USA, Japan, France, UK, Benelux, Hong Kong, Singapore and Croatia.
The mechanics for entry in to the competition were fundamental to the way in which Umbrella insured the campaign, so we worked very closely with Dr Martens on this. With such a global audience the mechanics needed to work across the board, so consumers were invited to first go online via drmartens.com to visit the ‘Key to the City’ microsite and identify their country of residence. Consumers were then asked to enter their unique code to instantly find out if they had won. In addition, consumers could enter a random draw to win one of 10 extraordinary secondary prizes in each country. These secondary prizes were designed to maintain interest levels in the promotion throughout its live period.
This campaign looked great on the shoe shelves, with big, bright and authentic looking yellow keys attached to the shoes by an attractive beaded chain – highly unique and eye catching. It proves that when it comes to sales promotions, creative agencies really can let their imaginations run wild when supported with the right advice and risk insurance.
