Competitions and Scratchcards
Kenco Passenger Scratchcard
- Product
- Kenco Hot Drinks
- Promotion
- Passenger Scratchcard
- Promoter
- Kraft
- Promotion Period
- Oct 2009 to Feb 2010
Some background…
Kraft have produced a scratchcard promotion in a drive to increase sales in their train-travel and in-flight markets. This campaign is a good example of how to get the staff on-board to assist in communicating the promotion, an important step to ensure a scratchcard encourages product purchase rather than just being a reward for purchase.
The mechanics…
Consumers will be handed a scratch card every time they purchase a Kenco hot drink on an airline or train. They are invited to scratch off only 3 of the 7 panels. If the 3 symbols match, they are a winner. Prizes available consist of 10 x £5,000 holiday vouchers and 1,000 x Tassimo Coffee Machines. The consumer must send their card to Kenco Freshseal C/O Active Consultancy. Along with their name, address, telephone number and proof of travel. A winning consumer is asked to inform the member of staff who served them. The member of staff is then able to receive their prize incentive from Kraft.
Kraft were able to take advantage of our risk management model for scratchcard promotions.
