Scratching the surface of engagement

Beyond the traditional “boss” or key account holder, we wanted to engage the “man in a van” who often made the decision on the fly as to where he shopped - typically driven by convenience or who he liked better. So, we came up with an idea based around a simple yet engaging instant scratch game with multiple prize options. Scratch the panel to expose the cable that leads to an instant prize - If the cable doesn’t reach a prize, the participant can still enter the second chance draw to win $5,000 of travel.

By having instant prizes, the ‘man in the van’ is taken care of – but by having a grand prize, the account holder is also engaged. Plus, Ideal Electrical benefited by improving their data collection.

We supported the campaign by delivering a full POS suite with store display – including staff wearing badges encouraging customers to ask about the promo. Store staff were also incentivised with a website leader ladder – the store that gave away the most scratch tickets and clean data collection won a store prize.