Castrol EDGE Professional
Creating a mechanic to gauge uptake
Listen To This
This promotion needed to recognise the partnership with Castrol EDGE Professional and Volkswagen in Germany. Our advertising, digital and shopper marketing experts quickly oiled up a promotional strategy for customers to win music vouchers for a free music download.
VW and Castrol EDGE Professional Dealerships were encouraged to register to take part in the promotion and were given the chance to win tickets to the UEFA Euro 2012 or football merchandise for themselves. The promotion was placed inside customer cars that were serviced and dealership brochures were created to further explain the promotion and its endorsement by both Castrol and VW.
The entire campaign was handled via a website that was used to first register the interested dealerships and then to monitor the unique tracking codes assigned to each participating dealership to create digital QR codes which would track both customer voucher wins and dealer uptake. These codes were printed to each dealership's mirror hangers and distributed across Germany.
Over 500 dealerships participated in the promotion with over 998 customers checking to see if they won a prize. As it turned out, many of them were lucky enough to receive a free instant music download.
Crucially, the unique code strategy for this promotion meant that Castrol and VW were able to track and gauge the success of the campaign at the dealership level.