CASE STUDY: Real shopper loyalty programme

Provided by Winning Moves
Top Trumps leveraged its relationships with top football clubs to create a promotion timed to coincide with the World Cup.

What was the Challenge / Background of the Campaign?

In order to overcome European legal restrictions regarding image rights law, we negotiated with a number of top European football clubs to incorporate their star international players into our collection. Shoppers were rewarded with four cards with every spend of €15. A collection album was made available for purchase. More than 140 million Top Trumps cards were distributed through the Real store chain and, stores organised "swap days" for collectors to exchange their duplicate cards. Find out more...

What was the Campaign Objective?

To increase customer loyalty to the Real brand, building average basket spend and frequency of visit during a highly competitive period. The programme produced improvements in market penetration and share, alongside "significant increases" in average basket spend, resulting in what Real themselves described as their "most successful ever instant loyalty programme."

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsMore than 140 million Top Trumps cards were distributed
10 - 15Male
Both
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
INTERNATIONAL01 May 14 - 30 Jun 14INCREASE LOYALTYSALES PROMOTION
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