Scratch Golfer In-Store Competition

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Scratch Golfer In-Store Competition 2018-04-17T12:03:35+00:00

Project Description

Agency: Ogilvy One Cape Town

Scratch Golfer Challenge

As an official supplier to the Nedbank Golf Challenge, Pilsner Urquell wanted a competition mechanic to increase sales at the POP.
I conceptualised a scratch card competition called the Scratch Golfer Challenge.

Poster Copy Reads:

Just as it takes time and effort to brew Pilsner Urquell, it takes practice and patience to play golf.
Fortunately, you don’t have to be a scratch golfer to get a hole in one and win tickets to experience golf the way it is meant to be played and other fantastic prizes. Buy a six pack of Pilsner Urquell and get your scratch score card at the till point.

An in-store display mimicking a ‘cup’ and featuring a Pilsner Urquell flag alerted shoppers to the competition. Each six pack purchased received a scratch card at the POS, driving sales by increasing the chance of winning.

The scratch card resembled a golf scoring card and revealed a range of prizes from a six pack of Pilsner Urquell to the ‘hole in one’ prize of the weekend for two in Sun City to watch the game.

Scratch card copy reads:

Well done! You have scored under par and won a complimentary six pack of Pilsner Urquell.

A poster campaign supported the competition and promoted Pilsner Urquell in the club house and marquees at the Nedbank Gold Challenge.

The client liked the first two posters enough to extend the campaign above the line and use them for print.