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Managing your risk landscape

Case Studies

Please select a case-study area regarding PIMS-SCA’s expertise in:

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What was the brand?

Butterkist

What was the campaign?

“WIN THOUSANDS OF MOVIE PRIZES WORTH £1MILLION”

What did this campaign need to deliver?

Increased penetration amongst target audiences.

How did this campaign address the objective?

8 million Butterkist packs offered a downloadable 50p MONP coupon. Consumers also entered an instant win promotion for thousands of movie related prizes.

What was the size of the prize?

Potentially more than £4 million of coupons were in distribution and a £1 million total instant win prize fund.

Why use PMS SCA for this campaign?

With more than £4 million of coupons in the marketplace PIMS-SCA removed all risk of over redemption liabilities for the client. No matter how many redemptions the price of the promotion was fixed. PIMS-SCA also provided the £1 million prize coverage and used their own secure Draw Server into the campaign to allocate prizes effectively, efficiently, fairly and independently. PIMS-SCA also managed fulfilment of prizes for thousands of prize winners. PIMS-SCA is authorised and regulated by the Financial Conduct Authority.

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What was the brand?

Tennent’s Lager

What was the campaign?

“SCOTTISH F.A. CUP KICK FOR £100,000”

What did this campaign need to deliver?

To increase the credibility and reputation of the Tennent’s Scottish Football Association Cup while involving supporters at the football games.

How did this campaign address the objective?

The Scottish Daily Record and Scottish Metro newspapers featured an SMS short code for contestants to text along with personal details and the SFA football game they were going to attend. Each paper randomly selected 10 contestants for each of the Tennent's Scottish Cup matches from round 4 up to the final.

What was the size of the prize?

At each of 15 Tennent’s Scottish Cup ties, one of the ten chosen at random had the opportunity to come onto the pitch at half time and play for £100,000. The contestant had one attempt, consisting of 3 kicks, to successfully kick a football from the penalty spot; the first kick had to touch the left goalpost, the second kick the cross bar and the third kick the right goal post. If all 3 kicks hit their targets – the contestant won £100,000.

Why use PMS SCA for this campaign?

PIMS-SCA provided prize coverage for the event, so if a contestant at any of the 15 games successfully completed the Kicking challenge, PIMS-SCA paid the £100,000. PIMS-SCA provided and tested the promotional mechanic, working with the Scottish F.A. to maximise the prize fund on offer for a minimum fee. PIMS-SCA provided independent security advisers to ensure the promotion was run fairly and to verify winners. PIMS-SCA is authorised and regulated by the Financial Conduct Authority.

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What was the brand?

Nutella

What was the campaign?

“CLAIM YOUR FREE PERSONALISED NUTELLA LABEL”

What did this campaign need to deliver?

Drive engagement with consumers to establish brand love.

How did this campaign address the objective?

Ferrero UK offered Nutella customers the opportunity to claim a free personalised label printed for a jar of Nutella. Any consumer buying either a 400g or 750g jar of Nutella would find a unique code under a promotional sticker on the lid. This code could then be entered at www.nutella.com along with their own personal details. Then the label would be created and mailed out.

What was the nature of the reward?

A unique personalised Nutella label that could be affixed to a jar of Nutella.

Why use PMS SCA for this campaign?

PIMS-SCA are experienced at running and handling campaigns of this type. PIMS-SCA were able to call on more than 30 years of promotional marketing experience to work alongside Nutella agency Pablo and ensure the campaign ran smoothly. PIMS-SCA forecast the expected redemption level and provided Fixed Fee Insurance to cover all redemptions from 0% to 100%. PIMS-SCA is authorised and regulated by the Financial Conduct Authority.

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What was the brand?

McCain

What was the campaign?

“FREE LADYBIRD BOOKS”

What did PIMS-SCA need to deliver?

Increased market penetration for McCain smiles.

What was the nature of the reward?

Free ladybird treasured Tales Books. Collect two unique codes from the packs to claim one of six Ladybird Treasured Tales for free. Leaflets featuring a URN, together with reading tips, were inserted into 2 million promotional packs. Customers were encouraged to collect two unique codes from the packs and visit the promotional microsite to enter them together with their contact details to claim a Ladybird Treasured Tales for free.

Why use PIMS-SCA for this campaign?

PIMS-SCA was asked to ensure that all financial risk was removed from the promotion, and supplied a Fixed Fee solution accordingly. PIMS-SCA were also responsible for managing the availability and supply of the requested Ladybird books along with all the handling, financial and logistical management associated with the promotion. The Fixed Fee solution ensured McCain ran a secure, risk free promotion as each and every PIMS-SCA Fixed Fee includes £10,000,000 of coverage with A-rated Insurers.

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What was the brand?

Aspers Casino

What was the campaign?

“ASPERS CASINO – MILLION DOLLAR PUTT”

What did PIMS-SCA need to deliver?

Increased awareness and memberships of Aspers Casino in Newcastle-upon-Tyne.

What was the nature of the reward?

Win $1 Million with one golf putt! Two preliminary rounds determined the lucky finalist who had the chance to putt for the $1,000,000. Firstly, 41 qualifiers calculated the number of stress balls in a displayed Smart Car, part of the final prize; identifying five finalists for the next round. In the casino a special synthetic putting green was laid out for the five finalists to tee-off and the finalist who managed to get closest to the hole, went on to have a final putt for the Grand Prize of $1,000,000 and the Smart Car.

Why use PMS-SCA for this campaign?

PIMS-SCA provided the special putting green and equipment for the event and for just a fraction of the total prize fund, provided coverage for a successful $1,000,000 putt. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Boost Mobile network

What was the campaign?

“WIN $1 MILLION”

What did PIMS-SCA need to deliver?

Increase connection to the Boost Mobile network.

What was the nature of the reward?

Play for a chance to win $1 Million. The promotion was open to three categories – consumer, sales reps and retailers. Four contestants from each category were winners in the prize draw draw and all 12 won a trip to the Perisher Ski Resort, Australia. Once there, contestants played a qualifying game which saw 3 of the 12 contestants go forward to play for $1,000,000; with the final being shown live on The Today Show. Each contestant chose a prize envelope from the $1million Wall of Money and opened it to reveal if they were a $1million winner.

Why use PIMS-SCA for this campaign?

PIMS-SCA insured full prize coverage for the promotion and paid out the $1million when the eventual winner chose the winning Money Bag live on TV. PIMS-SCA also supplied the Money Bag Mechanic and the 300 secure Money Bag envelopes to make up the Wall of Money. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Coca-Cola

What was the campaign?

“FREE DRINK NOW”

What did PIMS-SCA need to deliver?

To drive trial of Fanta, Sprite and Dr Pepper in Impulse.

What was the nature of the reward?

Text to win a free 500ml bottle of Fanta, Dr Pepper or Sprite! The activity ran in 10,000 store locations nationwide and was promoted in-store with eye-catching point of sale materials including door posters, shelf blazers and fridge-top stands. Consumers simply texted “YES” together with their date of birth to an SMS short code advertised on the POS material. A response SMS was then verified in store in exchange for the free drink. At the end of the eight week promotion, over 200,000 drinks had been given away to nearly 100,000 consumers across the UK.

Why use PIMS-SCA for this campaign?

PIMS-SCA’s Fixed Fee solution covered the costs associated with all mobile redemptions, including responding to the initial text. In addition, PIMS SCA controlled the activity, minimising risk of fraud and ensuring only one voucher per mobile per day could redeem and a maximum of five vouchers could be redeemed over the activation period. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Shoprite (South Africa)

What was the campaign?

“THE LADUMA MILLIONS”

What did PIMS-SCA need to deliver?

Increase footfall and repeat purchase during the promotional period.

What was the nature of the reward?

Match and Win mechanic to win a potential R40 million cash prize. 10 million electronic promotional game cards were printed on to the bottom of Shoprite till receipts with purchases of Coca-Cola products, MTN mobile phone starter packs or airtime vouchers. Participants all had the chance to win R20, R50, R75, R200 or R1000 cash. Every game card/receipt stated a specific World Cup match: a date, the teams involved and a scoreline along with a URN and the cash prize value to be paid out. Quite simply, if the final score in the game matched that on the receipt the customer win the value stated. Cash winners simply presented their winning game card in-store to Shoprite, received verification and claimed their prize at the till.

Why use PIMS-SCA for this campaign?

PIMS-SCA developed the prize structure, calculated the chances of winning and allocated prize denominations for each potential score for each match in the tournament. No matter how many winning game cards were redeemed, PIMS-SCA covered all prizes in the R40 million prize fund removing financial liability from the promoter’s balance sheets. Each and every PIMS-SCA Fixed Fee has the added security of ZAR 50,000,000 worth of cover with ‘A’ rated Insurers.

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What was the brand?

Pepsi

What was the campaign?

“PLAY FOR A BILLION”

What did PIMS-SCA need to deliver?

To maximise consumer interest and to drive business.

What was the nature of the reward?

Play for a billion. Specially marked Pepsi products contained a unique entry code or a $15 instant win message. Contestants entered the sweepstakes by mail or entering the code online at www.billionsweeps.com where 1,000 sweepstake entries were randomly selected throughout the summer with the winners appearing in a live TV broadcast to play for $1 million and possibly $1 billion. The show entailed a game of chance with the winner going forward to play for the $1 billion without forfeiting their $1 million prize. Pepsi seeded approximately one million $15 instant wins in specially marked Pepsi products.

Why use PIMS-SCA for this campaign?

In the event of a winner SCA arranged for its US insurance affiliate Berkshire Hathaway, to cover the full value of the billion-dollar prize. If won, the $1 billion would be paid out over 40 years with a balloon payment in the final year or the winner could opt to receive a one-time lump sum payment representing the present value of the 40 year payment stream. SCA calculated and estimated the redemption rate and provided over redemption coverage for the $15 instant win prizes, keeping Pepsi on budget and risk free. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

PlayEuroLotto.com

What was the campaign?

“PLAYEUROLOTTO – ONLINE LOTTERIES”

What did PIMS-SCA need to deliver?

Financial security and guaranteed payouts to jackpot winners across a number of lotteries, each with high value jackpots run on the EuroLotto site.

How did the Lottery run?

Players visited www.PlayEuroLotto.com where they bet on the world’s largest lotteries in just a couple of clicks, all in one place. By selecting their numbers and making payment online they predicted the outcome of their chosen lottery from Euromillions, Eurojackpot, German 6 aus 49 lottery, US Powerball, US MegaMillions or SuperEnalotto.

What was the nature of the reward?

Multiple lottery rewards up to millions of Euros.

Why use PMS-SCA for this campaign?

PIMS-SCA provided ongoing prize coverage for all the lottery betting products that appeared on the www.PlayEuroLotto.com site. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Littlewoods ‘Gaming division’

What was the campaign?

“SPOT THE BALL”

What did PIMS-SCA need to deliver?

Increased awareness and revenue for Littlewood’s various gaming websites including www.gameon.com, www.sportechplc.com and www.littlewoodsgameon.com.

What was the nature of the reward?

Spot the ball for a chance to win a £250 top prize, £25 ‘near-miss’ prize and ‘near miss’ values of £5, £1 and 30p. The players had up to 25 selections on each picture to find the central position of the ball, they were told instantly after they had played if they had won a winning prize. They were then given the opportunity to play again, where they could pick from a library of football images.

Why use PIMS-SCA for this campaign?

PIMS-SCA turned the traditional ‘Spot the ball’ game into an online version which involved game development, hosting, management and set-up, alongside providing the Random Number Generation services for the game. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Coca-Cola

What was the campaign?

“FREE DRINK NOW”

What did PIMS-SCA need to deliver?

To drive trial of Fanta, Sprite and Dr Pepper in Impulse.

What was the nature of the reward?

Text to win a free 500ml bottle of Fanta, Dr Pepper or Sprite! The activity ran in 10,000 store locations nationwide and was promoted in-store with eye-catching point of sale materials including door posters, shelf blazers and fridge-top stands. Consumers simply texted “YES” together with their date of birth to an SMS short code advertised on the POS material. A response SMS was then verified in store in exchange for the free drink. At the end of the eight week promotion, over 200,000 drinks had been given away to nearly 100,000 consumers across the UK.

Why use PIMS-SCA for this campaign?

PIMS-SCA’s Fixed Fee solution covered the costs associated with all mobile redemptions, including responding to the initial text. In addition, PIMS SCA controlled the activity, minimising risk of fraud and ensuring only one voucher per mobile per day could redeem and a maximum of five vouchers could be redeemed over the activation period. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Grab.com

What was the campaign?

“PLAY TO WIN $1 BILLION”

What did PIMS-SCA need to deliver?

To generate data-capture from visitors to the www.grab.com website.

What was the nature of the reward?

Play free to win $1 Billion. Players could choose 7 numbers from 77 on the www.grab.com website, in an attempt to win $1 billion. The lottery was the world’s first free to play to play $1 billion online lottery.

Why use PIMS-SCA for this campaign?

PIMS SCA helped devise the online lottery promotional mechanic and were on standby to pay the $1 billion in the event of a winner. As a result of using SCA’s financial backing, www.grab.com were able to data capture over five million names for their database, and spent around 5 times less than they would had without the $1 billion prize ,if they would have relied on advertising alone. Before the promotion ran, the website experienced 2 million hits in the first year however, during the three-month promotion, this increased to six million hits per week. In the first fifteen days of the promotion www.grab.com saw hits on the site of 120 hits per second! As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

PDV Ltd

What was the campaign?

“WWW.FRUITILLION.COM PULL A MILLION”

What did PIMS-SCA need to deliver?

To generate data capture from visitors to the website and generate pay-per-click advertising revenue.

What was the nature of the reward?

Play free to win £1 million. PDV developed an online version of the traditional fruit machine game which was entertaining and easy to play. Players receive five free credits on registering; once they run out players visit the Fruitillion Bank to start earning ‘Playing Credits’ by clicking on advertising banners, answering questionnaires and / or searching the Internet. Players simply pull the handle to spin the reels for a chance to win. If all five reels land on a Fruitillion symbol, the player wins the £1,000,000 jackpot.

Why use PIMS-SCA for this campaign?

PIMS-SCA provided full prize coverage for the £1,000,000 jackpot. If a player successfully matched all five Fruitillion symbols, PIMS-SCA would pay out the top prize. Additionally, PIMS-SCA assisted PDV with the development and management of the draw process for the online fruit machine game. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

PlayEuroLotto.com

What was the campaign?

“PLAYEUROLOTTO – ONLINE LOTTERIES”

What did PIMS-SCA need to deliver?

Financial security and guaranteed payouts to jackpot winners across a number of lotteries, each with high value jackpots run on the EuroLotto site.

How did the Lottery run?

Players visited www.PlayEuroLotto.com where they bet on the world’s largest lotteries in just a couple of clicks, all in one place. By selecting their numbers and making payment online they predicted the outcome of their chosen lottery from Euromillions, Eurojackpot, German 6 aus 49 lottery, US Powerball, US MegaMillions or SuperEnalotto.

What was the nature of the reward?

Multiple lottery rewards up to millions of Euros.

Why use PMS-SCA for this campaign?

PIMS-SCA provided ongoing prize coverage for all the lottery betting products that appeared on the www.PlayEuroLotto.com site. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Littlewoods ‘Gaming division’

What was the campaign?

“SPOT THE BALL”

What did PIMS-SCA need to deliver?

Increased awareness and revenue for Littlewood’s various gaming websites including www.gameon.com, www.sportechplc.com and www.littlewoodsgameon.com.

What was the nature of the reward?

Spot the ball for a chance to win a £250 top prize, £25 ‘near-miss’ prize and ‘near miss’ values of £5, £1 and 30p. The players had up to 25 selections on each picture to find the central position of the ball, they were told instantly after they had played if they had won a winning prize. They were then given the opportunity to play again, where they could pick from a library of football images.

Why use PIMS-SCA for this campaign?

PIMS-SCA turned the traditional ‘Spot the ball’ game into an online version which involved game development, hosting, management and set-up, alongside providing the Random Number Generation services for the game. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Grab.com

What was the campaign?

“PLAY TO WIN $1 BILLION”

What did PIMS-SCA need to deliver?

To generate data-capture from visitors to the www.grab.com website.

What was the nature of the reward?

Play free to win $1 Billion. Players could choose 7 numbers from 77 on the www.grab.com website, in an attempt to win $1 billion. The lottery was the world’s first free to play to play $1 billion online lottery.

Why use PIMS-SCA for this campaign?

PIMS SCA helped devise the online lottery promotional mechanic and were on standby to pay the $1 billion in the event of a winner. As a result of using SCA’s financial backing, www.grab.com were able to data capture over five million names for their database, and spent around 5 times less than they would had without the $1 billion prize ,if they would have relied on advertising alone. Before the promotion ran, the website experienced 2 million hits in the first year however, during the three-month promotion, this increased to six million hits per week. In the first fifteen days of the promotion www.grab.com saw hits on the site of 120 hits per second! As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

PDV Ltd

What was the campaign?

“WWW.FRUITILLION.COM PULL A MILLION”

What did PIMS-SCA need to deliver?

To generate data capture from visitors to the website and generate pay-per-click advertising revenue.

What was the nature of the reward?

Play free to win £1 million. PDV developed an online version of the traditional fruit machine game which was entertaining and easy to play. Players receive five free credits on registering; once they run out players visit the Fruitillion Bank to start earning ‘Playing Credits’ by clicking on advertising banners, answering questionnaires and / or searching the Internet. Players simply pull the handle to spin the reels for a chance to win. If all five reels land on a Fruitillion symbol, the player wins the £1,000,000 jackpot.

Why use PIMS-SCA for this campaign?

PIMS-SCA provided full prize coverage for the £1,000,000 jackpot. If a player successfully matched all five Fruitillion symbols, PIMS-SCA would pay out the top prize. Additionally, PIMS-SCA assisted PDV with the development and management of the draw process for the online fruit machine game. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Aspers Casino

What was the campaign?

“ASPERS CASINO – MILLION DOLLAR PUTT”

What did PIMS-SCA need to deliver?

Increased awareness and memberships of Aspers Casino in Newcastle-upon-Tyne.

What was the nature of the reward?

Win $1 Million with one golf putt! Two preliminary rounds determined the lucky finalist who had the chance to putt for the $1,000,000. Firstly, 41 qualifiers calculated the number of stress balls in a displayed Smart Car, part of the final prize; identifying five finalists for the next round. In the casino a special synthetic putting green was laid out for the five finalists to tee-off and the finalist who managed to get closest to the hole, went on to have a final putt for the Grand Prize of $1,000,000 and the Smart Car.

Why use PMS-SCA for this campaign?

PIMS-SCA provided the special putting green and equipment for the event and for just a fraction of the total prize fund, provided coverage for a successful $1,000,000 putt. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

National Bingo Association

What was the campaign?

“THE BIG’N”

What did PIMS-SCA need to deliver?

To counteract the effect of the smoking ban on attendance at their clubs, as well as in the face of competition from online gaming and lottery games.

What was the nature of the reward?

Win a £1 million jackpot prize! The BIG’N was an add-on game to the twice daily National Bingo Game with three additional separate jackpots: Platinum, Gold and Silver. Players visited their local club, bought a National Bingo Game ticket plus entry into the BIG’N for an extra £1.The BIG’N numbers were released to the clubs before the National Game began. Players marked any BIG’N numbers separately on their game ticket. To win one of the jackpots a player had to win the prize on the National Bingo game and have the corresponding number of BIG’N numbers for the additional prize: platinum – eight or more, gold – seven and silver – six.

Why use PIMS-SCA for this campaign?

PIMS-SCA helped determine the viability and structure of the jackpot concept for the NBGA as well as providing statistical analysis, jackpot win determination and professional advice for the game. Prize coverage for the platinum £1,000,000 BIG’N game was covered by PIMS-SCA for each of the 134 National games. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

PlayEuroLotto.com

What was the campaign?

“PLAYEUROLOTTO – ONLINE LOTTERIES”

What did PIMS-SCA need to deliver?

Financial security and guaranteed payouts to jackpot winners across a number of lotteries, each with high value jackpots run on the EuroLotto site.

How did the Lottery run?

Players visited www.PlayEuroLotto.com where they bet on the world’s largest lotteries in just a couple of clicks, all in one place. By selecting their numbers and making payment online they predicted the outcome of their chosen lottery from Euromillions, Eurojackpot, German 6 aus 49 lottery, US Powerball, US MegaMillions or SuperEnalotto.

What was the nature of the reward?

Multiple lottery rewards up to millions of Euros.

Why use PMS-SCA for this campaign?

PIMS-SCA provided ongoing prize coverage for all the lottery betting products that appeared on the www.PlayEuroLotto.com site. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Grab.com

What was the campaign?

“PLAY TO WIN $1 BILLION”

What did PIMS-SCA need to deliver?

To generate data-capture from visitors to the www.grab.com website.

What was the nature of the reward?

Play free to win $1 Billion. Players could choose 7 numbers from 77 on the www.grab.com website, in an attempt to win $1 billion. The lottery was the world’s first free to play to play $1 billion online lottery.

Why use PIMS-SCA for this campaign?

PIMS SCA helped devise the online lottery promotional mechanic and were on standby to pay the $1 billion in the event of a winner. As a result of using SCA’s financial backing, www.grab.com were able to data capture over five million names for their database, and spent around 5 times less than they would had without the $1 billion prize ,if they would have relied on advertising alone. Before the promotion ran, the website experienced 2 million hits in the first year however, during the three-month promotion, this increased to six million hits per week. In the first fifteen days of the promotion www.grab.com saw hits on the site of 120 hits per second! As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Butterkist

What was the campaign?

“WIN THOUSANDS OF MOVIE PRIZES WORTH £1MILLION”

What did this campaign need to deliver?

Increased penetration amongst target audiences.

How did this campaign address the objective?

8 million Butterkist packs offered a downloadable 50p MONP coupon. Consumers also entered an instant win promotion for thousands of movie related prizes.

What was the size of the prize?

Potentially more than £4 million of coupons were in distribution and a £1 million total instant win prize fund.

Why use PMS SCA for this campaign?

With more than £4 million of coupons in the marketplace PIMS-SCA removed all risk of over redemption liabilities for the client. No matter how many redemptions the price of the promotion was fixed. PIMS-SCA also provided the £1 million prize coverage and used their own secure Draw Server into the campaign to allocate prizes effectively, efficiently, fairly and independently. PIMS-SCA also managed fulfilment of prizes for thousands of prize winners. PIMS-SCA is authorised and regulated by the Financial Conduct Authority.

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What was the brand?

Nutella

What was the campaign?

“CLAIM YOUR FREE PERSONALISED NUTELLA LABEL”

What did this campaign need to deliver?

Drive engagement with consumers to establish brand love.

How did this campaign address the objective?

Ferrero UK offered Nutella customers the opportunity to claim a free personalised label printed for a jar of Nutella. Any consumer buying either a 400g or 750g jar of Nutella would find a unique code under a promotional sticker on the lid. This code could then be entered at www.nutella.com along with their own personal details. Then the label would be created and mailed out.

What was the nature of the reward?

A unique personalised Nutella label that could be affixed to a jar of Nutella.

Why use PMS SCA for this campaign?

PIMS-SCA are experienced at running and handling campaigns of this type. PIMS-SCA were able to call on more than 30 years of promotional marketing experience to work alongside Nutella agency Pablo and ensure the campaign ran smoothly. PIMS-SCA forecast the expected redemption level and provided Fixed Fee Insurance to cover all redemptions from 0% to 100%. PIMS-SCA is authorised and regulated by the Financial Conduct Authority.

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What was the brand?

McCain

What was the campaign?

“FREE LADYBIRD BOOKS”

What did PIMS-SCA need to deliver?

Increased market penetration for McCain smiles.

What was the nature of the reward?

Free ladybird treasured Tales Books. Collect two unique codes from the packs to claim one of six Ladybird Treasured Tales for free. Leaflets featuring a URN, together with reading tips, were inserted into 2 million promotional packs. Customers were encouraged to collect two unique codes from the packs and visit the promotional microsite to enter them together with their contact details to claim a Ladybird Treasured Tales for free.

Why use PIMS-SCA for this campaign?

PIMS-SCA was asked to ensure that all financial risk was removed from the promotion, and supplied a Fixed Fee solution accordingly. PIMS-SCA were also responsible for managing the availability and supply of the requested Ladybird books along with all the handling, financial and logistical management associated with the promotion. The Fixed Fee solution ensured McCain ran a secure, risk free promotion as each and every PIMS-SCA Fixed Fee includes £10,000,000 of coverage with A-rated Insurers.

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What was the brand?

Coca-Cola

What was the campaign?

“FREE DRINK NOW”

What did PIMS-SCA need to deliver?

To drive trial of Fanta, Sprite and Dr Pepper in Impulse.

What was the nature of the reward?

Text to win a free 500ml bottle of Fanta, Dr Pepper or Sprite! The activity ran in 10,000 store locations nationwide and was promoted in-store with eye-catching point of sale materials including door posters, shelf blazers and fridge-top stands. Consumers simply texted “YES” together with their date of birth to an SMS short code advertised on the POS material. A response SMS was then verified in store in exchange for the free drink. At the end of the eight week promotion, over 200,000 drinks had been given away to nearly 100,000 consumers across the UK.

Why use PIMS-SCA for this campaign?

PIMS-SCA’s Fixed Fee solution covered the costs associated with all mobile redemptions, including responding to the initial text. In addition, PIMS SCA controlled the activity, minimising risk of fraud and ensuring only one voucher per mobile per day could redeem and a maximum of five vouchers could be redeemed over the activation period. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Shoprite (South Africa)

What was the campaign?

“THE LADUMA MILLIONS”

What did PIMS-SCA need to deliver?

Increase footfall and repeat purchase during the promotional period.

What was the nature of the reward?

Match and Win mechanic to win a potential R40 million cash prize. 10 million electronic promotional game cards were printed on to the bottom of Shoprite till receipts with purchases of Coca-Cola products, MTN mobile phone starter packs or airtime vouchers. Participants all had the chance to win R20, R50, R75, R200 or R1000 cash. Every game card/receipt stated a specific World Cup match: a date, the teams involved and a scoreline along with a URN and the cash prize value to be paid out. Quite simply, if the final score in the game matched that on the receipt the customer win the value stated. Cash winners simply presented their winning game card in-store to Shoprite, received verification and claimed their prize at the till.

Why use PIMS-SCA for this campaign?

PIMS-SCA developed the prize structure, calculated the chances of winning and allocated prize denominations for each potential score for each match in the tournament. No matter how many winning game cards were redeemed, PIMS-SCA covered all prizes in the R40 million prize fund removing financial liability from the promoter’s balance sheets. Each and every PIMS-SCA Fixed Fee has the added security of ZAR 50,000,000 worth of cover with ‘A’ rated Insurers.

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What was the brand?

PlayEuroLotto.com

What was the campaign?

“PLAYEUROLOTTO – ONLINE LOTTERIES”

What did PIMS-SCA need to deliver?

Financial security and guaranteed payouts to jackpot winners across a number of lotteries, each with high value jackpots run on the EuroLotto site.

How did the Lottery run?

Players visited www.PlayEuroLotto.com where they bet on the world’s largest lotteries in just a couple of clicks, all in one place. By selecting their numbers and making payment online they predicted the outcome of their chosen lottery from Euromillions, Eurojackpot, German 6 aus 49 lottery, US Powerball, US MegaMillions or SuperEnalotto.

What was the nature of the reward?

Multiple lottery rewards up to millions of Euros.

Why use PMS-SCA for this campaign?

PIMS-SCA provided ongoing prize coverage for all the lottery betting products that appeared on the www.PlayEuroLotto.com site. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Grab.com

What was the campaign?

“PLAY TO WIN $1 BILLION”

What did PIMS-SCA need to deliver?

To generate data-capture from visitors to the www.grab.com website.

What was the nature of the reward?

Play free to win $1 Billion. Players could choose 7 numbers from 77 on the www.grab.com website, in an attempt to win $1 billion. The lottery was the world’s first free to play to play $1 billion online lottery.

Why use PIMS-SCA for this campaign?

PIMS SCA helped devise the online lottery promotional mechanic and were on standby to pay the $1 billion in the event of a winner. As a result of using SCA’s financial backing, www.grab.com were able to data capture over five million names for their database, and spent around 5 times less than they would had without the $1 billion prize ,if they would have relied on advertising alone. Before the promotion ran, the website experienced 2 million hits in the first year however, during the three-month promotion, this increased to six million hits per week. In the first fifteen days of the promotion www.grab.com saw hits on the site of 120 hits per second! As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

PDV Ltd

What was the campaign?

“WWW.FRUITILLION.COM PULL A MILLION”

What did PIMS-SCA need to deliver?

To generate data capture from visitors to the website and generate pay-per-click advertising revenue.

What was the nature of the reward?

Play free to win £1 million. PDV developed an online version of the traditional fruit machine game which was entertaining and easy to play. Players receive five free credits on registering; once they run out players visit the Fruitillion Bank to start earning ‘Playing Credits’ by clicking on advertising banners, answering questionnaires and / or searching the Internet. Players simply pull the handle to spin the reels for a chance to win. If all five reels land on a Fruitillion symbol, the player wins the £1,000,000 jackpot.

Why use PIMS-SCA for this campaign?

PIMS-SCA provided full prize coverage for the £1,000,000 jackpot. If a player successfully matched all five Fruitillion symbols, PIMS-SCA would pay out the top prize. Additionally, PIMS-SCA assisted PDV with the development and management of the draw process for the online fruit machine game. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Aspers Casino

What was the campaign?

“ASPERS CASINO – MILLION DOLLAR PUTT”

What did PIMS-SCA need to deliver?

Increased awareness and memberships of Aspers Casino in Newcastle-upon-Tyne.

What was the nature of the reward?

Win $1 Million with one golf putt! Two preliminary rounds determined the lucky finalist who had the chance to putt for the $1,000,000. Firstly, 41 qualifiers calculated the number of stress balls in a displayed Smart Car, part of the final prize; identifying five finalists for the next round. In the casino a special synthetic putting green was laid out for the five finalists to tee-off and the finalist who managed to get closest to the hole, went on to have a final putt for the Grand Prize of $1,000,000 and the Smart Car.

Why use PMS-SCA for this campaign?

PIMS-SCA provided the special putting green and equipment for the event and for just a fraction of the total prize fund, provided coverage for a successful $1,000,000 putt. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

National Bingo Association

What was the campaign?

“THE BIG’N”

What did PIMS-SCA need to deliver?

To counteract the effect of the smoking ban on attendance at their clubs, as well as in the face of competition from online gaming and lottery games.

What was the nature of the reward?

Win a £1 million jackpot prize! The BIG’N was an add-on game to the twice daily National Bingo Game with three additional separate jackpots: Platinum, Gold and Silver. Players visited their local club, bought a National Bingo Game ticket plus entry into the BIG’N for an extra £1.The BIG’N numbers were released to the clubs before the National Game began. Players marked any BIG’N numbers separately on their game ticket. To win one of the jackpots a player had to win the prize on the National Bingo game and have the corresponding number of BIG’N numbers for the additional prize: platinum – eight or more, gold – seven and silver – six.

Why use PIMS-SCA for this campaign?

PIMS-SCA helped determine the viability and structure of the jackpot concept for the NBGA as well as providing statistical analysis, jackpot win determination and professional advice for the game. Prize coverage for the platinum £1,000,000 BIG’N game was covered by PIMS-SCA for each of the 134 National games. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Tennent’s Lager

What was the campaign?

“SCOTTISH F.A. CUP KICK FOR £100,000”

What did this campaign need to deliver?

To increase the credibility and reputation of the Tennent’s Scottish Football Association Cup while involving supporters at the football games.

How did this campaign address the objective?

The Scottish Daily Record and Scottish Metro newspapers featured an SMS short code for contestants to text along with personal details and the SFA football game they were going to attend. Each paper randomly selected 10 contestants for each of the Tennent's Scottish Cup matches from round 4 up to the final.

What was the size of the prize?

At each of 15 Tennent’s Scottish Cup ties, one of the ten chosen at random had the opportunity to come onto the pitch at half time and play for £100,000. The contestant had one attempt, consisting of 3 kicks, to successfully kick a football from the penalty spot; the first kick had to touch the left goalpost, the second kick the cross bar and the third kick the right goal post. If all 3 kicks hit their targets – the contestant won £100,000.

Why use PMS SCA for this campaign?

PIMS-SCA provided prize coverage for the event, so if a contestant at any of the 15 games successfully completed the Kicking challenge, PIMS-SCA paid the £100,000. PIMS-SCA provided and tested the promotional mechanic, working with the Scottish F.A. to maximise the prize fund on offer for a minimum fee. PIMS-SCA provided independent security advisers to ensure the promotion was run fairly and to verify winners. PIMS-SCA is authorised and regulated by the Financial Conduct Authority.

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What was the brand?

Boost Mobile network

What was the campaign?

“WIN $1 MILLION”

What did PIMS-SCA need to deliver?

Increase connection to the Boost Mobile network.

What was the nature of the reward?

Play for a chance to win $1 Million. The promotion was open to three categories – consumer, sales reps and retailers. Four contestants from each category were winners in the prize draw draw and all 12 won a trip to the Perisher Ski Resort, Australia. Once there, contestants played a qualifying game which saw 3 of the 12 contestants go forward to play for $1,000,000; with the final being shown live on The Today Show. Each contestant chose a prize envelope from the $1million Wall of Money and opened it to reveal if they were a $1million winner.

Why use PIMS-SCA for this campaign?

PIMS-SCA insured full prize coverage for the promotion and paid out the $1million when the eventual winner chose the winning Money Bag live on TV. PIMS-SCA also supplied the Money Bag Mechanic and the 300 secure Money Bag envelopes to make up the Wall of Money. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.

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What was the brand?

Pepsi

What was the campaign?

“PLAY FOR A BILLION”

What did PIMS-SCA need to deliver?

To maximise consumer interest and to drive business.

What was the nature of the reward?

Play for a billion. Specially marked Pepsi products contained a unique entry code or a $15 instant win message. Contestants entered the sweepstakes by mail or entering the code online at www.billionsweeps.com where 1,000 sweepstake entries were randomly selected throughout the summer with the winners appearing in a live TV broadcast to play for $1 million and possibly $1 billion. The show entailed a game of chance with the winner going forward to play for the $1 billion without forfeiting their $1 million prize. Pepsi seeded approximately one million $15 instant wins in specially marked Pepsi products.

Why use PIMS-SCA for this campaign?

In the event of a winner SCA arranged for its US insurance affiliate Berkshire Hathaway, to cover the full value of the billion-dollar prize. If won, the $1 billion would be paid out over 40 years with a balloon payment in the final year or the winner could opt to receive a one-time lump sum payment representing the present value of the 40 year payment stream. SCA calculated and estimated the redemption rate and provided over redemption coverage for the $15 instant win prizes, keeping Pepsi on budget and risk free. As well as being a registered Lloyd’s Broker, PIMS-SCA works with global A+ rated Insurance companies and is authorised and regulated by the FCA, ensuring full financial protection for every game.