Competition for New Year's Eve in London with Carling
The previously proven team of Harry and comely Spice girl caught the attention of people stressed out with Christmas shopping. The couple offered a sample of Carling cider and informed about the lottery in 10 stores in 4 cities.
To take part in the lottery, a participant had to guess the number of people we had reached on bus stops during the campaign in July. The main prize was a trip to London on New Year's Eve with the accommodation in a luxurious suite and a VIP admission to the famous club Ministry of Sound. We used the motive of London for all the related visuals to emphasise the inherent British origins of the drink.
Two other prizes were a discount voucher on British fashion in the popular e-shop Zoot.cz and Carling British Cider Cherry gift box with a branded glass.
It was possible to take part in the lottery by filling in a submission form in one of 86 Tesco stores across the whole Czech Republic or at the special microsite. We directly reached 3 200 people, indirectly about 10 000 people with the campaign. Over 1 600 visitors came to the microsite during 40 days of the campaign.