WORLD CUP PROMOTIONSA TRIP AROUND THE RETAIL WORLD

Dear reader,

InIn Roamler’s three year existence, we have grown from operating in one country to thirteen countries. Nowadays, we collect location based information in Europe and Latin-America. Most of the time, Roamlers performtasks that capture the presence of a single product at a specific location. However, our Roamlers are also great explor-ers. As well as checking products and promotions in store, Roamler is also capable of gaining fresh and original insights and using them as a source of inspiration. This search for inspiring insights can even transcend national borders, so comparisons can be made between different countries and cultures. can be made between different countries and cultures.

At the moment, the whole world is captivated by the World Cup Finals. This has pro-vided a great opportunity to showcase our international capabilities. So, we asked Roamlers in 10 countries about the most impressive World Cup promotions. Hun-dreds of them went into stores and captured the most impressive promotions. This could have been a brand, store or retain chain promotion, as long as it was nationally known.

This resulted in a ‘top 10 promotions’ of each country. In most cases supermarkets were visited to capture the World Cup promotions. The promotions themselves varied from in-store decorations to original presentations of products, and from free football give-aways to World Cup ticket prizes. Roamlers told us why the promotion they found impressed them: either it was fitting for the World Cup tournament, it was appealing due to a gift offer or it was impressive because Roamlers could win huge prizes.

Anyhow, as one Roamler clearly explained, it’s all about putting the right elements together for your brand or products. “It is very attractive, well displayed, presented and offers value for money.” Who did this best? You will find out on the next pages.Enjoy this report!

Cheers,

TESCO SUPERMARKETS WERE MOST VISITED TO CAPTURE A PROMOTIONAL CAMPAIGN. OVERALL, OFFERS IN SUPERMARKETS AND BEER BRAND PRO-MOTIONS WERE MOST POPULAR. TASKS WERE PERFORMED ALL OVER THE UNITED KINGDOM. THE MAJORITY OF THE ROAMLERS WERE 25-45 YEARS OLD.

1TESCOOffering crates of beer and in-cluding general decorations in the store.

2COCA-COLAWin a Coca-Cola football. Coca-cola also donates £10 to charity.

3CARLSBERGThe promotion from Carlsberg exclu-sive to Tesco includes a free England flag with every case of Lager. Also tick-ets to 'The Ultimate England Experi-ence' at Wembley Stadium to be won and A TV to be won every day

4SAINSBURYSWorld Cup themed products and clothing are on offer.

5BUDWEISERLimited edition Budweiser on offer, plus a chance to win World Cup tickets.

6ASDAThey are advertising a few of their own products and many different cheap products such as England branded flags, cups, mugs, whistles and inflatables. There’s also a party promotion, with everything related to a Bra-zil-themed partzil-themed party, from baseball caps to Pot Noodles!

7CURRYS PC WORLDCan choose either £10 cashback for each England goal or £5 cashback for each Brazil goal scored during the world cup when you buy a tv for more than £699.

8SPORTS DIRECTCheap World Cup merchandise. T-shirts, jerseys, balls, etc.

9MARSThere is an opportunity to win one of 500,000 personalised england shirts with Mars prod-ucts, which is also a 2 for £1 pro-motion.

10PRINGLESIf you buy 2 cans of Pringles and make a payment online, you get an Umbro t-shirt.

ALMOST 50% OF THE PROMOTIONS ARE OFFERS, FOLLOWED BY GIVEAWAYS (ABOUT 15%). NEARLY 10% USED SAVINGS OR FREE PRODUCTS AS A PRO-MOTIONAL TOOL. REAL, REWE AND EDEKA PRO-MOTED A LOT THEMSELVES. REWE EVEN HAS A (COLLECTION) ALBUM FOR FAN-STICKERS AS A GIVE AWAY, AS WELL AS THE FREE T-SHIRT FROM NIVEA. MANY ROAMLERS LIKED THE COLOUFUL PROMOTION OF SOME COMPANIES AND THE GIFTS THAT ARE OFFERED. ALMOST THE SAME AMOUNT OF MALE (35) AND FEMALE (42) ROAM-LERS DID THIS TASK, WITH MORE THAN 50% BEING 25-45 YEARS OLD.

1BITBURGERIf you buy 3 6-packs of Bitburger beer, you get a German World Cup shirt for free.

2FERREROA big promotion area, where a kicker is placed. A huge ball-poster shows different products to be won.

3BERENTZENYou get a Football shaped bag for free when you buy 22 small alcoholic drinks.

4PAULANER WEIßBIER If you buy 5 bottles of Paulaner Weißbier, you get one boot-shaped glass for free.

5KALEAIt is a beer-calendar that in-cludes 25 kinds of beer - one for each day of the World Cup. It also provides an overview of the World C up games.

6NIVEAIf you buy Nivea products for €12 or more, you get a ‘Jogi’ t-shirt (a German football great and manager of the na-tional team) for free.

7GOLDEN TOASTIf you buy a Golden Toast product, you can win a yellow football with their logo on it.

8DR. BESTTwo tooth brushes coloured with the German (flag) colours plus a 5€ voucher for the DFB (German Football Association) fanshop.

9REWEThis offer includes a small German flag which you can attach to your bicycle.

10REWEThis offer includes a collector’s album to collect stickers from the national team.

IN FRANCE, THE MOST IMPRESSIVE CHAIN FOR ROAMLERS IS CARREFOUR, WITH 23% OF ALL STORE VISITS, FOLLOWED BY AUCHAN (8%). ROAMLERS HAVE BEEN MOST IMPRESSED BY 2 DIF-FERENT THINGS : THE SIZE OF THE PROMOTION IN THE STORE , AND THE OFFER FROM LG (14% TALKED ABOUT IT) - YOU GET YOUR TV FOR FREE IF YOU MAKE THE RIGHT PROGNOSIS. YOU MAKE THE RIGHT PROGNOSIS.

1LE BRÉSIL CHEZ MONOPRIXThere is a big display of Brazilian clothes, decorated with the col-ours of Brazil. The clothes are made by Brazilian women.

2COCA COLAIf you buy 2 Coca-Cola prod-ucts, you get 1 for free.

3BIGBENYou can buy a limited edition control for your Playstation in your favoured country’s colours for €19.90.

4PHILIPSYou get a discount If you buy a Philips TV.

5SONYYou can buy a Sony TV for €349 instead of €599.

6CANAL +If you subscribe to Canal +, you get a 250€ discount when you buy a TV.

7LGIf you buy an LG product you have a chance of receiving a discount of up to €500 on your purchase and win-ning a trip to Brazil.

8PISTACHES WONDERFULThis ‘Colours of Brazil’ offer is on a packet of pistachios for €3.99.

9COCA-COLAYou can win a sports kit and a trip to Rio de Janiero during the World Cup.

10CARREFOURYou get your TV for free if you make the right prognosis for the World Cup.

IN THE NETHERLANDS THE WORLD CUP PROMO-TIONS OFTWO RETAIL CHAINS AND ONE BRAND - JUMBO, ALBERT HEIJN AND M&M’S - WERE THE MOST MENTIONED BY ROAMLERS. FREE PROD-UCTS WERE, OVERALL, THE MOST POPULAR KIND OF PROMOTION, BUT PRESENTATION HAS BEEN NOTED AS A VERY LARGE FACTOR IN DETERMINING THE POPULARITY OF A PROMOTION.

1JUMBOYou get a stamp with every €10 that you spend. Once you have 5 stamps, you get a code. With this code you can order a ‘juich-pak’(sports tracksuit), with an added fee of €9,99.

2ALBERT HEIJNBy spending €15 you get a free gadget: a World Cup themed Albert Heijn hamster.

3M & M’SYou get a free orange M & M’s ball when you buy two bags of M & M’s.

4COCA-COLAIf you buy a six-pack of Coca-Co-la, you receive a free football.

5HEINEKENYou get a free ‘Samba’ shirt with in-built maracas when buying one crate of beer.

6PEPSICOIf you buy 3 different PEPSICO products you can enter the online draw to win a Philips 3D TV.

7BAVARIABy buying a six-pack of Bavaria you get a free Bavaria dress that can be worn in two different ways.

8LIDLYou can buy this trivia board game inspired by the football talkshow ‘Voetbal International’ exclusively at Lidl for €9,99. Part of the earnings go to charity.

9GROLSCHEvery crate of beer has a code which you can enter on the website for a chance to win a Grolsch minibar.

10PLUSYou receive two World Cup feathers in the Dutch national colours when you spend €10 and a headdress when you spend €30.

4MEDIA MARKTAll tablet and television purchas-es will be completely refunded if Belgium wins the World Cup.

5MARSIf you buy two 7-packs of Snickers, Bounty, Milky Way or Mars choco-lates you get a pair of ‘lucky pants’ for the World Cup.

6COCA-COLAYou can buy Limited edition bottles of Coca-Cola. The bot-tles and displays are set up as football stadiums.

7MARSBuy two packs of M&M’s or Mars choc-olates and receive a Brazilian serving bowl for free.

8MAREDSOUSBuy two Maredsous cheeses and receive a free side-view mirror sleeve for your car in the Belgian colours.

9DASH, ARIELBuy a Dash or Ariel product and receive a free ‘Red Devils’ towel.

10BPOSTYou can send a postcard to the “Red Devils”. BPost will send it to the football players in Brazil for free.

84% OF ALL STORES VISITED WERE FOOD STORES, AND THE MOST VISITED WERE AUCHAN AND CAR-REFOUR. OVERALL, THE MOST POPULAR PROMO-TIONS WERE FOR SOFT DRINKS AND BEER. TASKS WERE PERFORMED ALL OVER SPAIN. THE MOST IM-PRESSIVE PROMOTIONS WERE THE GIVEAWAYS.

1COCA-COLAFor the purchase of 24 cans of Coca-Cola, you get a commemo-rative Brazil 2014 World Cup football.

2RISIBy filling-in your details online you enter the draw to win a clothing voucher, a Spanish football jersey or a 2014 Brazil World Cup football.

3ALCAMPOIf you buy a TV at an Alcampo store you get a free football.

4CRUZCAMPOBy buying Cruzcampo beer, you have the chance to win a Span-ish football shirt.

5PRINGLESBuy two cans of Pringles and make a payment online and you will receive a Spanish football shirt.

6BIMBOYou can win tablets, TVs and a trip to Brazil if you enter a prod-uct code on the website.

7ASTURIANAFor every pack of Asturiana milk bot-tles you buy you receive a clapper in the national colours.

THE MOST VISITED RETAILERS WERE CARREFOUR, COOP (GDO) AND MEDIAWORLD (ELECTRONIC GOODS). THE MOST COMMON PROMOTIONS WERE SAVINGS, FREE PRODUCTS AND GIVEAWAYS. ROAMLERS WERE ATTRACTED BY SIGNIFICANT RE-FUNDS IF THE ITALIAN TEAM WINS AND THE OP-PORTUNITY TO WIN A TRIP TO BRAZIL. APPEALING PROMOTIONS WERE LOCATED AT THE STORE EN-TRANCE OR IN A STRATEGIC POSITION AND UTI-LISED FLAGS.

1MEDIAWORLDYou can obtain a 200% refund if you correctly nominate Italy as winning the World Cup and a 10% refund if you correctly nom-inate them as not winning.

2FERREROEnter your personal details for a chance to win Ferrero products or the main prize, a Fiat 500.

3SAN CARLO CHIPSIf you buy 3 packets of San Carlo chips you get an Italian flag which you can attach to your car.

4COCA-COLAIf you buy Coca-Cola products at Carrefour you can enter a draw to win 1 of 15 Sony TVs.

5FERREROIf you retain your receipt from a Ferrero purchase and Italy wins the World Cup, you get a coupon for up to €100 worth of Ferrero products.

6ESSELUNGAWith every €25 you spend at Es-selunga, you receive a pack of football cards to collect. You can also save points to get an Adidas football.

7M&M’SYou can buy special edition M&M’s in the colours of the Italian flag.

8COCA-COLAIf you buy Coca-cola products you can enter a draw to win 1 of 14 Playstation 3s.

9PERONI BEERYou can win a trip to Brazil for two people if you buy a pack of three Peroni 33 cl bottles and enter a code on their website.

10SISALIf you recharge your phone with Sisal you can win a trip to Brazil for two people.

IN POLAND FOUR SUPERMARKETS WERE MOST VISITED BY ROAMLERS: REAL, TESCO, BIEDRONKA AND CARREFOUR. OFFERS AND SAVINGS WERE THE MOST POPULAR PROMOTIONS. GENERALLY, SOFT DRINKS AND LIQUORS WERE THE MOST COMMONLY CHOSEN PRODUCTS ON PROMOTION. SUPRISINGLY, FOOTBALL PLAYERS FROM OTHER COUNTRIES - SUCH AS BRAZILIAN LEGEND PELÉ COUNTRIES - SUCH AS BRAZILIAN LEGEND PELÉ AND ARGENTINA’S LIONEL MESSI - WERE ALSO PART OF THE PROMOTION.

1BALLANTINE'SBottles of Ballantine’s are on sale and have a customised label for the World Cup Finals.

2PEPSIIf you buy two 2 litre bottles of Pepsi you get a World Cup glass for free.

3KROPLA BESKIDUIf you collect 20 Kropla Beskidu bottle caps you receive a free football.

4GILLETTECertain Gilette products are re-duced from 19,99zł to 15,99zł and have customised World Cup packaging.

5INTERSPORTLimited edition World Cup cloth-ing is available. If you buy two t-shirts, you can get a third for only 1zł.

6CARREFOURIf you collect the codes hidden underneath Coca-Cola bottle caps you can exchange them for a football.

7HEINEKENCertain codes on the underside of Heineken bottle caps enable you to watch the World Cup coverage for free.

8LIDLLidl is selling a variety of World Cup merchandise, including footballs and t-shirts.

9WARKAIf you buy Warka products you can win tickets to fly to Rio de Janeiro with some additional spending money.

10TESCOIf you spend more than 20zl at Tesco you get a stamp. A total of 20 stamps entitles you to a 70% discount on a football fea-turing the signature of Brazilian football great, Pelé.

IN CHILE, DEPARTMENT STORES LIKE FALABELLA, RIPLEY AND PARIS WERE MOST VISITED BY ROAM-LERS, FOLLOWED BY BIG SUPERMARKET CHAINS LIKE JUMBO AND LIDER. THE MAJORITY OF PRO-MOTIONS WERE OFFERS (37.89%) AND GIVEA-WAYS (34.74%). A COMMON ASPECT WAS THAT ALL PROMOTIONS WERE COLOURFUL AND THEREFORE EYECATCHING. ALL BRANDS ENCOURAGED SUPPORT FOR THE CHILEAN FOOTBALL TEAM.

1SAMSUNGWhen you make a Samsung pur-chase exceeding 190,000 Pesos, you can enter a raffle to win 1 of 4 Chevrolet Camaros.

2P&GVarious products with special World Cup packaging are on sale for promotional prices.

3CRISTALIf you purchase a pack of 12 Cristal beers you can get a special glass in the shape of the World Cup.

4RIPLEYThere is special World Cup Mer-chandise on offer, like sleepwear in the national colours of the participating countries.

5100% FÚTBOLIn this store there’s a large varie-ty of products available for sup-porters of different World Cup countries.

6LIDERLider pledges its support for the Chilean football team using im-pressive visual material in a stra-tegic store position.

7ENTELWhen you purchase Entel mobile ser-vices you are entitled to attractive dis-counts and a specially desgined foot-ball.

8PFThe brand encourages the pur-chase of its BBQ products by ad-vertising itself as the official sponsor of the Chilean football team.

9CRISTALIf you take a photo of yourself with Cristal’s display of Chilean football players and share this photo, you can win a t-shirt or free Cristal beer for one year.

10SONYSony has created a large foot-ball stadium replica in front of a big department store.

SEVERAL SUPERMARKETS WERE MOST VISITED TO CAPTURE A PROMOTIONAL CAMPAIGN: WAL-MART, SORIANA AND COMERCIAL MEXICANA. OVERALL, OFFERS IN SUPERMARKETS WERE QUITE POPULAR. THE LARGEST GROUP OF ROAMLERS WERE 25- 45 YEARS OLD (50%) AND TASKS WERE PERFORMED ALL OVER MEXICO.

1CORONAIf you enter your bottle cap code online, you can become 1 of 1000 winners of a trip to Brazil during the World Cup Finals, in-cluding tickets to see all Mexican games.

2P&GIf you spend $23 in P&G products, you will receive an official Mexican football t-shirt for free.

3COCA-COLAIf you buy Coca-Cola and take a pic-ture capturing a World Cup goal cele-bration, you can use your bottle cap code for a chance to win a trip to Brazil to see a World Cup Match.

4SORIANAFor a purchase of $6 and 200 So-riana credit card credits, you can get an official Mexican World Cup Jersey.

5FARMACIAS DEL AHORROIf you buy products in the store and register your receipt number online, you can win a trip to Brazil.

6LIVERPOOL + ADIDASA receipt for $50 or more of Adidas products enables you to try to score a goal inside the store. Depending on how many goals you score, you get a t-shirt, jacket, football or dis-counts.

7GILLETE MACH 3You can get a free razor and a FIFA game dowload for your Xbox 360 if you buy a Gillete mach 3 razor with razor heads.

8FERRIONIIf you buy $140 worth of prod-ucts in the Ferrioni store you re-ceive a Ferrioni football for free.

9NESTLÉIf you spend $20 on Nestlé prod-ucts and provide your receipt, you will get the opportunity to answer some questions and pos-sibly win one of 3000 TVs or one of 50,000 footballs.

10BIG BOLA CASINOEvery Friday in June 10 people are chosen randomly during the day to take part in a tourna-ment at night. The winner takes home a TV, a Mexican jersey and a Brazuca football.

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