555 ScoreaWinner Promotion

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555 Score-a-Winner Promotion
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Score-a-Winner Promotion

• BACKGROUND
• Club Pioneer is the hottest centre for trend
  setting upper-income young adults in Yangon.
• Club Pioneer presents an excellent vehicle to
  establish 555 and Tiger as the most fashionable
  brands in the market.
• 555 and Tiger have embarked on the
  joint-sponsorship of EPL. An opportunity is
  sought to exploit this partnership and the
  potential of this event further.

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Score-a-Winner Promotion

• Objectives
• Build awareness for 555 and Tiger Beers
  sponsorship of EPL and to heighten interest in
  the matches.
• Associate the Brands with the international
  premium imagery of the English Premier League.
• Opportunity to increase trial usage by the target
  audience.
• To develop an on-going promotion capable of
  running for an extended period without wear-out.
• To keep promotion mechanics simple and low cost.

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Score-a-Winner Promotion

• Mechanics
• Buy a joint special of a packet of 555 plus a
  pitcher of Tiger Beer for Ky. 2,700 (Pitcher of
  Tiger Ky. 2,400 plus Ky. 500 for 555s)
• Score-a-Winner jointly branded entry coupon will
  be given for every purchase of the above. Each
  coupon gives two chances to win the correct score
  for the live telecast Sundays EPL match.
• Winning entries will go into a lucky draw with
  the winner receiving a carton of 555SE and a case
  of Tiger Beer.

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Score-a-Winner Promotion

• Mechanics
• The winner will be announced at Club Pioneer on
  the following Saturday. During the week all the
  correct answer coupon holders will be contacted
  and given complementary passes for Club Pioneer.
• When the winner is announced introductory
  graphics and footage summary of last Sundays
  winning goals will be shown on the video wall
  together with the names of those who won last
  weeks correct entries. 555SE and Tiger Beer
  commercials will top and tail the prize giving.

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Score-a-Winner Promotion

• Exploitation
• Video announcements given nightly at Club Pioneer
  to encourage purchase. Note promotion may be
  run on every Saturday night or could be run
  nightly.
• Flier distribution by the 555 Promotion Team at
  key Horeca outlets.

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Score-a-Winner Promotion

• Materials (based on 35 weeks)
• A5 full colour fliers on 135 gsm - 5,000 pcs
  (US220)
• Full colour serialised Score-a-Winner coupons on
  120 gsm - 3,000 pcs (US244)
• Weekly edit of winning goals for video wall plus
  winner names - 3 minutes (US150 per week -
  5 hours editing machine time)
• Introductory graphic sequence - 20 seconds
  (US1,500)
• Weekly prizes of 1 x carton of 555SE and 1 x
  carton of Tiger Beer.
• Above items exclude cost of creative development.
  

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