“Win a Smart Roadster Richmond” Competition
January – December 2005
Allison S.p.A. is a successful company that designs, produces and distributes high-end eyewear.
The company possesses several brands under licence including John Richmond, a cutting-edge brand that captures the youthful, ephemeral spirit of the underground legends of the past, projecting a rebellious rock’n’roll-style image into the present.
In order to turn opticians into ambassadors for the brand in multi-brand outlets, RTR conceived and ran an effective trade promotion project by creating a competition that involved some 3,000 outlets in the ten Italian sales areas.
The promotion mechanism saw four prize draws of thousands of John Richmond-branded items of clothing and accessories and a final grand draw that offered the chance to win 10 Smart Roadster Richmond cars, which were produced in a limited edition of just 100.
Opticians and retailers were able to take part in the draw by purchasing a minimum number of glasses from the John Richmond collection between January and December 2005.
The chances of winning were directly in proportion to the number of pairs of glasses purchased, thanks to participation tokens that were awarded using an exponential calculation that rewards customer loyalty.
RTR devised the promotion to reward retail opticians in an exclusive way and to stimulate brand loyalty, using an original and alternative approach.