Case Study-
Visa 'VIP Weekend'
PromoVeritas work alongside Inferno to ensure the success of Visa's fantastic promotion
Background:
The weekend of the 6th and 7th of December 2008 saw Oxford Street and Regent Street in London transformed into a pedestrian paradise and a shopping festival. Sponsored by VISA, there was also a very special promotion: Buy anything (over £5) from any shop in the area with your Visa card, text in, and you are guaranteed a reward of either £1, £10, £100 or even 1000.
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Our Role:
We were brought in by the commissioning agency, Inferno, for the following :
- To advise on legal and regulatory issues. So we ensured compliance with the Gambling Act, UTR and CAP Code, drafted all the terms and conditions, and reviewed all the point of materials.
- To advise on consumer response we created a detailed scenario modelling of likely response rates and reviewed the “consumer journey” for issues and potential problems.
- To validate the overall integrity and fairness of the operating systems we worked out the win ratios and ensured that text, web and back-end systems were secure.
- Evaluated the performance on the day. PromoVeritas has an extensive and nationally available team of auditors. Five of them were used over the weekend to “Mystery Shop” during the event and prepared reports on those stores best communicating the offer, the effectiveness of the teams of promotional staff on the streets, and the impact on consumers.
- Independent Prize Draw Selection. This was used for the big prize draw run by Visa in partnership with the film ‘Australia’ to visit the land-down-under in style. We independently selected and verified the winners (and reserve winners) in accordance with all relevant codes and contacted them with the good news.
The promotion was a success, with no consumer or other issues, and variations on the format are now being planned for use elsewhere in the UK – again involving the team at PromoVeritas.
PromoVeritas provided invaluable and responsive information to our client as to how best to implement the promotion, and validated the entire project through our rigorous auditing process, providing comprehensive promotional protection to Visa.
