Brand participation agency 31ST:SECOND has brought to life a campaign for stationary company Staedtler, broadening the ‘Back To School’ occasion with drive away prizes.
‘Win Wheels for the Whole Family’ is a national campaign offering consumers purchasing Staedtler stationery the chance to win weekly prizes including top of the line bicycles and scooters for the kids, culminating in the major prize Honda CRV 2015.
Brand participation agency 31ST:SECOND’s market research demonstrates the effectiveness of frequency prizes in driving repeat purchase and generating consumer participation. Cash, cars, holidays and entertainment maintain the top position as prizes consumers find most appealing. There are 10 weekly prizes available across the tenure of the Staedtler campaign from December 2014 to February 2015, ensuring that consumers are attracted by a higher probability that they may win.
Director of 31ST:SECOND Vaughan Kerr said: “We devised a campaign that cuts through the busy back to school marketing space through targeting Staedtler’s shoppers, Mums, and the consumers, kids. Through incentivising both demographics and offering prizes that are also lucrative to consumers outside of the back to school category, we’ve positioned Staedtler as top of mind for back to school purposes, and the general stationery category.”
31ST:SECOND have created multiple touchpoints for the campaign in the retail and online space, prompting consumers to enter the competition at the point of purchase through on-pack stickers and in-store entry forms, and via targeted Facebook banner advertising.