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Viceroy Cigarettes

Viceroy Cigarettes Lights


Tobacco Cigs Brand Marketing News

Choosing prizes with the maximum appeal

In deciding the nature of the prizes to be offered, B. A. T. (Hong Kong) took into account the very special conditions applying in their market. Hong Kong is reputed to be the most densely populated area in the world, with approximately 4. 5 million people living in an area of 1,046 square kilometers. Accommodation is costly, and hard to come by, and a pleasant place to live in is consequently the dream of most Hong Kong residents. In this context, B. A. T. (Hong Kong) decided to offer as prizes three apartments, each valued at some HKS 200,000 including stamp duty and legal fees (the equivalent of about £23, 500 Sterling or U. S. $42, 800). In addition to the three major prizes there were 18 color TV sets, 24 automatic washing machines, 30 refrigerators and 36 water heaters to be won - plus 1, 200 consolation prizes of electric kettles. In all the prizes value exceeded HKS900,000 (roughly the equivalent of £106,000 Sterling or (U. S. $193,000). Thus, the consumer stood a fair chance of winning an attractive prize, even if he didn't manage to win one of the three main prizes.

A simple promotion for the consumer to enter
The basis of the 12-week promotion was a series of "draws" from entries submitted. Each fortnight a draw took place from that period's entries to determine the winners of one-sixth of the general prizes, i. e. 3 color TV sets, 4 washing machines, 5 refrigerators, 6 water heaters and 200 electric kettles. These second-prize draws were conducted "live" on the top-rated television variety programme "Enjoy Yourself Tonight", by a leading TV personality. At the end of each 4th week the draw took place, also live on television, of the winner of one of the apartments. All the consumer had to do to enter was to write his/her name and Hong Kong Identity Card number on the pack of an empty Viceroy pack, and to state which second-prize electrical appliance he chose to enter for. The packs could be sent in by mail, or taken to one of a number of collection points set up for this purpose.

1978

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