Supermarket Draws Holiday Shoppers

Philippines…A holiday-themed instant win promotion gave Rustan Supermarkets an in-store traffic builder that increased sales, generated consumer loyalty, and created a buzz in its 21 locations.

The supermarket's marketing and promotions agency, Interactive Promotional Concepts, partnered with SCA Promotions to design the "Jumbo Holiday Jackpot" utilizing SCA's
promotional slot machine. SCA supplied 21 JackPot™ Machines customized with graphics and prize vouchers.

As they entered the store, shoppers were given a Jumbo Holiday Jackpot card to be punched with each purchase.

When they had purchased P9,000 (approximately $165 USD) and all of the spots on their card had been punched, they received the chance to pull the machine's handle to instantly win prizes. Additional punches were awarded when customers purchased participating products.

Thirteen different prize levels were up for grabs, including a 20" color TV, in-store gift certificates, and several free products. To gain more exposure for the promotion, leaflets were distributed as well as print ads in leading daily newspapers.

Crowds gathered in-store to watch other customers take their spin. "The JackPot Machine gave our client an exciting way to implement an instant win promotion that created hype and excitement in stores," said Albert G. Estabillo of Interactive Promotional Concepts.

Various brands generated additional exposure on merchandising and advertising materials by purchasing a sponsorship with Rustan Supermarkets. Snickers, M&M's, Pedigree, Nestle, Downy, Coca-Cola, and Procter & Gamble achieved top-of-mind awareness with consumers by displaying their brand name on one of the machine's 13 prize levels. They also boosted their sales by awarding coupons and free products as secondary prizes.

"Our client is extremely pleased with the increase in traffic and sales throughout the 21 branches," said Estabillo. "Top winners who received the color TV and cash prizes had an unforgettable experience in becoming an instant winner!"

"In my experience, SCA is very professional in dealing with us," said Estabillo. "They have been there to support us all the way in the promotion. I definitely look forward to working with SCA in the future."

To view this promotion in action, visit www.scapromotions.com/rustan