Objectives

• To raise awareness and interest of the Nikon range of Coolpix digital cameras within the trade.
• To incentivise and motivate counter staff to pro-actively demonstrate and recommend the new Nikon range of Coolpix digital cameras.
• To drive traffic to participating retailers and give consumers a reason to 'touch' and interact with the Coolpix cameras leading to purchase.
• To collect data for future relationship development and offers.
• To meet or exceed sales targets based on a 10% increase from previous year.

Strategy

• To target TGI digital camera users/buyers of which 58% are men concentrated in the 35-44 age group. 81% are married with kids and 40% are from households with incomes in excess of £35k.
• To map concentrations of the target audience in relation to the geographical positions of participating retailers to enhance sell-in.
• To create an overall theme encompassing a trade incentive and a consumer promotion encouraging interaction with the product range and brand.

Summary

Tightly targeted communication was the key to success and focused on digital camera users/buyers from affluent families with children. A 'proximity' model identified the target households in relation to potential participating retailers.

A leaflet delivered to ½ million homes contained a photo memory card that fitted any of the Nikon Coolpix digital cameras. Recipients were invited to visit their local retailer and request a demonstration - the only way to activate their memory card and find out whether they had won an 'adventure' prize.

If the LCD screen revealed an image, the consumer could claim the nominated prize.

Counter staff were motivated to demonstrate the cameras by winning the same prize as the consumer.

The 'adventure' prizes included white water rafting or a flight over Ayers rock - ideal opportunities to use a digital camera.

Camera purchasers could also enter a competition to win one of 1,000 TDK 64Mb memory cards. The promotion was supported in store by POS, a volume trade incentive and Nikon 'Special Awards' for those retailers who 'went that extra mile' to display POS material and generally supported the promotion.

Elements

• Design and artwork.
• Print.
• Retailer recruitment.
• Sourcing and purchase of photo memory cards.
• Consumer door drop.
• POS kits and distribution.
• Retail briefings.
• Instant Win Prizes
• Claims Hotline.
• Handling and verification of claims
• Handling of competition entries.
• Competition judging.
• Distribution of prizes.

Techniques

• Prize Promotion

Mechanics

1. INSTANT WIN

• 500,000 door to door leaflets each carried a Nikon branded CompactFlash™ card.
• Recipients were instructed to take the card and leaflet into the nearest outlet selected from the participating stores listed in the leaflet.
• Counter staff assisted consumers to load the CompactFlash card into a digital camera from the Nikon Coolpix range.When the camera was switched to 'play' the LCD screen displayed whether or not the consumer was a winner.The message 'NO CARD PRESENT' indicated the consumer was not a winner.For winners, the message displayed was the prize they had won.
• The same prize that the consumer had won was also awarded to the member of staff who had assisted them.Winners, both consumers and retail staff members, were instructed to register their claim by calling a 'Claims Hotline'
• The total prize fund exceeded £1 Million and ranged from hot air ballooning over Ayres Rock with 14 nights accommodation, discovering Ancient Egypt with 15 nights accommodation to free entry to Chessington World of Adventures or Madam Tussauds.

2. COMPETITION

• The door drop leaflet carried entry forms for a competition to win one of 1,000 TDK 64MB CompactFlash cards.
• Consumers were required to answer 3 multiple choice questions relating to the promotion, digital photography and Nikon software.
• They were also asked to complete a tie-breaker describing their own Coolpix adventure.
• Entries were posted to the offer address.
• The judges awarded the TDK cards to those entrants who had answered the questions correctly and completed the tie-breaker in the most enthusiastic and unique manner.

Materials 

• Materials
• Door drop leaflets.
• CompactFlash™ cards.
• Trade presenters.
• Counter cards
• Shelf edgers and wobblers.
• Posters

Results

• Sales exceeded target for each month of the promotional period
• Average percentage sales increase over the promotional period was 30%.
• The overall theme NIKON COOLPIX ADVENTURES successfully encompassed both the retailer incentive and the consumer offer.
• Retail staff responded with interest and enthusiasm.
• The memory card encouraged interaction with the brand.

Awards

• ISP Gold Award winner 2004: Culture, Leisure and Travel
• ISP Gold Award winner 2004: Direct Marketing
• ISP Silver Award winner 2004: New Product Launch
• ISP Highly Commended campaign 2004: Prize Promotions