Pilsner Urquell Scratch Golfer Challenge
As an official supplier to the Nedbank Golf Challenge at Sun City, Pilsner Urquell wanted to showcase its sponsorship using an in-store promotion that would drive sales.
I conceptualised the Scratch Golfer Challenge, combining a golf-inspired competition mechanic with point-of-sale, promotional and event communications. Customers buying a six-pack received a scratch card designed to resemble a golf scorecard, with prizes ranging from Pilsner Urquell to the grand prize of a weekend for two at Sun City to experience the Nedbank Golf Challenge.
A simple golf-inspired promotion turned every six-pack purchase into another shot at winning.
An in-store display mimicking a golf ‘cup’ alerted shoppers to the competition. Each six-pack purchased received a scratch card at the point of sale, driving sales by increasing the chance of winning.
Designed to resemble a golf scorecard, the scratch card turned each purchase into part of the golfing experience. Customers scratched their scores to discover whether they had won, extending the campaign idea right through to the competition mechanic.
The client liked the supporting poster campaign, which transformed a familiar golfing phrase into a visual product idea, that they used the first two posters as print.
