GlaxoSmithKline was looking to create product-specific promotional offerings that are unique, effective and uncomplicated to execute on a large-scale.
The Inspiration:
Successful offer examples include:
Mail in three (3) Nicorette proofs of purchase and receive
a $25 VISA gift card, branded to Nicorette and NASCAR.
Nicorette on-pack sticker offering consumers a free 5
minute FAN SCAN call, where they can listen to their favorite
NASCAR driver interacting with their pit crew.
Mail in “six (6) Commit proofs of purchase”
OR “1 proof plus $35.50” and receive a #39
Commit die cast car.
The Results:
Unprecedented response rate of close to 1% for the $25 VISA
gift card, especially considering the minimum $120 purchase
needed to qualify.
FAN SCAN reported one of the highest rates of promotional
response for GSK.
Lighthouse awarded additional assignments due to the success
of these.
