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Spar launches first mobile marketing drive

Friday August 8, 2014 at 12:50pm
SPAR, the UK’s leading symbol store group, is launching ‘Shop & Win’, its first major mobile marketing drive on Monday August 11 2014. Working in conjunction with secure digital voucher company i-movo, it is the highest value mobile coupon giveaway that i-movo has ever organised with a convenience retailer. The ‘Shop & Win’ drive is co-ordinated by multi-channel promotional strategy and shopper activation agency Blue Chip, which was appointed by SPAR to handle its shopper marketing earlier this year. ‘Shop & Win’ targets younger audiences by offering a daily top prize of an iPad Air along with hundreds of instant prizes (redeemable immediately in SPAR stores) through partnerships with brands including Cadbury’s, McVities, Coca Cola, Mars and Walkers. The drive will be promoted through TV and radio advertising, social media activity, extensive point of sale and a dedicated website. The activity runs across more than 1,900 of SPAR’s UK stores, attracting new customers into store as well as increasing visit frequency of existing SPAR shoppers. To enter the daily draw and for the chance to win free product vouchers or money-off coupons, shoppers in Great Britain text SPAR plus the last four digits of their till receipt number, while those in Northern Ireland text SHOP plus the last four digits of their till receipt number. Alternatively, shoppers can enter for free online at www.spar.co.uk/win. Product coupons will be sent to mobile winners immediately using digital voucher partner i-movo. Free products and money-off coupons will run across dozens of products including, Cadbury’s Fingers, Alberto Balsam shampoo, Oreo cone ice-cream, Malibu and Tropicana juice. And, every day for six weeks, a draw will determine the winner of the daily iPad Air top prize. The target audience – 18-44 year olds – follows research conducted on behalf of SPAR that research showed that although SPAR has high recognition and loyalty from older shoppers, there is scope for significant growth in other areas. SPAR UK’s marketing manager Andy Burt says: “It is important that we engage with a younger audience. The deployment of mobile vouchers enables us to ensure that we have a secure method of rewarding our customers. Real-time reporting also allows us to manage the performance during the campaign and provide us with the ability to react quickly to changing market conditions.” Myrtle Doyle, who heads up Blue Chip’s London office, adds: “The very nature of this initiative – delivering rewards over mobile – will encourage re-appraisal of SPAR amongst younger shoppers, who are yet to see major supermarkets use mobile couponing in a meaningful way.” A 10 second bolt-on ad featuring ‘Shop & Win’ will be added to the SPAR August TV advertising campaign.
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