Win with every goal - Best Shopper Campaign Winner - Abraxas Marketing - The Independent Agency Awards 2023

Campaign Summary:

In the highly competitive retail landscape, SPAR North of England (James Hall & Co) sought a promotion that would entice new customers, reward existing shoppers and drive sales during a typically tough trading period within the independent convenience sector. They needed an engaging campaign that would resonate with shoppers during the world’s biggest football tournament, encouraging them to participate, visit SPAR stores and build brand loyalty.

Win with Every Goal was a retail campaign that harnessed the excitement of the 2022 FIFA World Cup using innovative digital and payment technology to offer a compelling shopping experience.

The concept was simple. Entrants were allocated a randomly selected country playing at the FIFA World Cup. They could then decide whether to receive an instant reward whenever their team scored or conceded a goal. Winners would be sent a secure digital voucher via SMS for one of thousands of daily rewards including money off and free products from the 25 participating FMCG brands. In addition, entrants gained entry into a £200 daily prize draw and a grand prize draw for £10,000.

The campaign delivered a digital twist on the beloved office sweepstake with eye-catching in store point-of-sale, regular radio updates and Spotify / social media ads deployed to encourage sign up.