Mr.CAP Nad Al Hamar Branch Lucky Set Campaign

The Brief

Mr. CAP, is a Swedish chain established in 1990 specializing in the refinement, protection and maintenance of customer’s cars, with particular emphasis on the car’s exterior and interior. Mr. CAP’s craftsmanship is carried out by people with a passion for cars, assisted by its innovative technology that is only available from licensed and certified Mr. CAP shops. The car service customers are VIP, local, high-end/luxury car owners. Ramadan is usually a season that is accompanied by fewer customer visits, less projects and hence low sales revenue. Mr.CAP wanted to address this trend and increase customer visits, sales revenue and expand their client list. They engaged the services of 5th Consulting to help them get on with this challenge. The 5th consultants suggested conducting a sales promotion campaign that provides a chance to win a jackpot prize of AED 250,000 using a math-based gaming tool “Lucky Set” that would encourage their existing customers as well as new ones to come and visit the Nad Al Hamar branch of the Mr.CAP.

The Challenge

The branch in Nad Al Hamar is not located in the main street, so they are very unlikely to convert passing-by potential customers due to low visibility. Ramadan month adds to the problem of fewer visits from existing customers, resulting in lesser sales revenue. The challenge was how to attract potential clients to the store and entice the existing ones to come and avail of their services during the month-long Ramadan.

The Solution

5th Consulting suggested math-based envelope game called Lucky Set for 10 qualified contestants. During the promotion, customers will have the chance to enter a raffle draw. At the end, 10 lucky contestants will be announced to participate in “The Lucky Set” game for a chance of winning the Grand prize and other small prizes The Lucky Set promotion for 10 contestants, is a promotion that contains sets of envelopes with each set having 13 envelopes. Inside these 13 sealed envelopes, there are 7 winning envelopes and 6 non-winning. The task of the contestants is to choose 7 sealed envelopes randomly and by opening the envelopes, for each winning one, the contestant will get a voucher worth AED 100 until 6 winning envelopes where the contestant will get a voucher worth AED 600. However, if he/ she found the 7 winning envelopes he/ she will be the lucky winner of the “Lucky Set” Grand prize of AED 250,000.

How We Brought Value

We provided a turnkey solution for Mr.CAP’s Lucky Set campaign, that included full promotional risk management services from managing the end-to-end process of the promotion including securing the required government permit for the promotion, setting up the gaming mechanism and algorithm, to organizing the reward fulfillment of the jackpot prize. We also managed the raffle draw along with the DED representative. The contestants who qualified were contacted and informed. Overall, the game event was a happy wrap were everyone was a winner at the end. The transparency and credibility of the lucky set envelopes allowed DED professionals and consumers to trust in the process - a very essential factor. The campaign brought about an increase in brand awareness for the branch, and an increase in the following of Mr.CAP’s social media pages which lead to more potential customers. It also helped raise their sales by 15% during the month of promotion and further picked up some more after a couple of months from the promotion period. Hence, the positive effect of the promotion was not limited to the month of Ramadan 2021 only.

Category
Prize Coverage
Tags
lucky set, Prize
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