How PG Tips acquired a 100,000 plus customers by giving away personalized cups

PG Tips had previously run a popular loyalty programme that had ceased in 2015. The brand was popular and had a cult following, so there was a necessity to find a suitable replacement.

Given the popularity of previous competitions with branded prizes (such as the prized PG Tips monkey), the client wanted to run an on-pack competition where winners would be able to go online to redeem a PG Tips-branded mug embossed with 2 initials (in the same branding as the ‘PG’ in PG Tips).

The client also wanted to add an additional incentive and not ostracise non-winners, so both winners and losers had the opportunity to receive a 50p off voucher for use at POS.

The Solution

Ovato Technology offered use of our rich competition module, through which we integrated with the client’s website to verify the on-pack codes (created and managed by us) and capture all entrants, their profile data and their subscription preferences. Winners were automatically triggered a confirmation email linking them to their unique voucher, whilst non-winners were given their unique voucher link on the front-end of the website.

TractionNext was also the central hub used by the fulfilment house, vendor and printing house to automatically export the required data – the winners’ name, postal details and initials to be printed – to ensure the mugs were printed and dispatched correctly.

At the point that the mug was dispatched, the fulfilment house automatically sent us the data of those winners whose mugs were on their way and the platform triggered an email letting the winner know the estimated delivery date and time.

For any customer issues, our platform was integrated with our customer service partner to quickly and efficiently handle queries and issues.

The Result

TractionNext offered a one-stop-shop for all client needs, ranging from data capture, code generation and management, automated triggered emails, a verified draw mechanic, a voucher module and integration with multiple fulfilment houses and 3rd-party vendors.  As a result PG Tips received more than a 100,000 new customers.

Next Step

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