The campaign will run from 10 June to 11 July and involves a “match and win” promotion supported by an integrated marketing campaign designed and implemented by 3sixteen.
This is the first time that SSP has run a promotion across such a wide range of its rail outlets; which include Upper Crust, Caffe Ritazza, Whistlestop, Millies Cookies and Delice de France.
With every purchase consumers will receive one of 3.5million free game cards; each card depicts half of a World Cup nation’s flag and consumers are encouraged to collect and match two halves of a flag with the chance to win products such as baguettes, sandwiches and coffees.
Targeted at World Cup conscious commuters and supporters the activity will be promoted via transvision and digital 6-Sheet advertising, posters, in-unit point-of-sale and PR.
The promotion is designed to drive sales by increasing the frequency and variety of brands which consumers choose to visit.
SSP says the timing has been chosen to coincide with the increased summer traffic, when World Cup supporters will be travelling through stations on their way home to watch matches and spending longer in the many station bars which are showing live World Cup matches.
Heather Cooper, head of marketing development at SSP UK, comments: “This is a simple mechanic that should really capture the imagination of our consumers. We’ve been very impressed with the creativity of the team at 3sixteen, as well as their ability to create simple but effective promotional campaigns.”
Carey Trevill, 3sixteen Managing Partner, adds: “This is the first ever cross-brand promotion for SSP and demonstrates a bold step for the company in terms of undertaking a large integrated marketing campaign to drive consumer response.”