// INCREASING SHARE OF SPEND
Client: Visa Europe
Country: UK
Title: Shop West End VIP Weekend
Challenge:
As title sponsors of the Shop West End VIP Weekend in December 2008 (when Oxford Street and Regent Street become pedestrian-only zones), Visa wanted to amplify brand association and maximise card useage.
Campaign:
POS material in participating retailers announced that anyone making a purchase of £5 or more on their Visa card was eligible to enter an ‘everyone wins’ prize draw. Prizes ranged from £1 to £1,000.
After purchase, consumers texted in how much they’d spent, and at which retailer. By return, they received confirmation of the prize they’d won, together with a unique PIN. Prizes were claimed by entering the PIN, mobile number and contact details on a dedicated microsite. Visa reserved the right to require proof of purchase.
Results:
Sponge’s solution needed to be robust, secure and flexible – with new retailers coming on board over the course of the weekend itself! The promotion received over 6,500 entries and generated extensive PR coverage.
