GIANTS LIQUOR Fuzzy Logic Christmas Cash
1 November – 20 December 2000

Problem
With a tightening economy Giants Liquor retail chain needed a strong, innovative promotion to increase foot traffic, drive sales and encourage loyalty during the busy build up to Christmas

Opportunity
Liquor manufacturers were keen to extend their value in the Giants catalogue. Traditionally Christmas provides a huge increase in liquor sales.

Solution
Develop a simple mechanic that increased foot traffic and drove people into outlets via a BIG prize of $100,000. The concept was, score 21 and WIN $100,000.

By adding value to the catalogue we insured a higher cut through and usage rate. Also, liquor manufacturers were keen to be involved and agreed to supply free prizes and discounts.

A reseller incentive programme was developed, which rewarded the outlet that produced the $100,000 winner and offered that reseller a chance to win $20,000.

Mechanics
Customers took their catalogue into their nearest Giants outlet. By placing the Fuzzy Logic decoder over a prize panel a score between 16 and 21 was revealed. This score was also an instant prize or discount with 21 being the major prize of a chance to Win $100,000.

Additional Fuzzy Logic game cards were earned in store for every $20 spent. Thus $100 spent equaled 5 extra cards.

The instant prize pool was self-liquidating as manufacturers advertising in the Giants catalogue supplied all prizes. Bundaberg Rum and Fosters paid additional advertising fees and were featured on the decoders (see Bundaberg Rum example).

The reseller promotion rewarded all outlets exceeding their budget over the 7 week period. The outlet that redeemed the $100,000 winning catalogue/game card received a chance to win $20,000.

Communication
• Radio
• Point of sale – A0 & A2 Posters, wobblers, game cards in-store merchandising
• Catalogues distributed through local press and letter box drop
• Website
• Trade presenter

Results
• 15% increase in foot traffic over the 2 month campaign
• Total of 10,560 prizes and discounts redeemed
• Sales throughout the group increased by over 18%