As an active and engaged London-dweller, I subscribe to Time Out and every week enjoy reading about all the amazing things that happen in our great city that I will never get to see.
This week I came across this full page ad that has the bold and arresting headline of ‘Win £10,000’ - why have a pithy line of copy when a big WIN with a large some of money next to it will do?? Looking more closely I discovered that it was less an ad for a promotion (although it obviously is), not so much a product ad (although it definitely is) but an ad for a sampling event. And this is what spike my interest.
In Covent garden this weekend, Cadbury’s will be sampling their Dairy Milk Ice Cream product (sounds heavenly) and as part of that activity people will have a chance to win a ‘golden lolly stick’ worth £10,000. They give very specific times for when the sampling will be happening and a very specific location. Good for tourists then.
I think the whole approach is interesting as they are not advertising an ‘event’ as such, there’s no info on whether there will be gorillas banging drums or weird little kids wiggling their mono-brows at passers-by, it looks like ‘just’ a sampling exercise. Fair enough. I like chocolate, I like ice cream, I like free stuff and I’d like £10,000. I’m there.
My one issue with it is the prize – the main winner will receive an 18 carat Cadbury Dairy Milk Golden Lolly Stick ‘certified being as being’ worth £10,000. 9 runners up will get £100 in cash, some ice cream voucher sand a Golden Bomber jacket. Now, call me ungrateful, can’t I just have the cash rather than the pricey piece of ice cream bling that I then (I assume) have to redeem for the actual £10,000 with Cadbury’s.
You could have a lot of fun with £10,000 in Covent Garden...
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