CASE STUDIES

El Corte Inglés, the Spanish electrical retailer, saw the opportunity to increase sales of Samsung electrical goods by using the excitement generated by the Euro 2004 Football tournament.

They created a promotion to stay ahead of the competition and offer their customers the chance of their money back on their purchase.

OBJECTIVES

• To increase sales of Samsung electrical products.
• To differentiate themselves from other retailers during the Euro 2004 tournament.

• Consumers purchasing electrical products at El Corte Inglés during the preliminary games of the quarter finals, could receive a full refund if the Spanish Football Team were successful and lifted the European Trophy.
• The promotion ran on products carrying a special 6 month finance package, and cost more than €180.
• The campaign was promoted via TV and Radio as well as in the Hipercor shopping mall (part of the Cortes Inglés Group in Spain).
• The refund was to be returned directly to the customer via their credit / debit card.

• PIMS-SCA covered the cost of all refunds to all consumers who had registered the purchase of their wide screen TV with El Corte Inglés and the Spanish National Team won.
• PIMS-SCA provided prize coverage for the event guaranteeing El Corte Inglés a fixed budget, no matter how many people registered.
• El Corte Inglés were able to run a risk-free promotion, making the most of the topical Euro 2004 tournament.
• The promotion allowed the promoter to cleverly associate itself with the tournament without being an official sponsor.

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