Hackett London launched an integrated global campaign that offers one of the world’s most prestigious sports cars as the top prize, in a luxury brand tie up with Aston Martin, this week. Since 1 April, local consumers will have the chance to participate in Hackett’s international competition.
With a chance to win a soft top Aston Martin, the Vantage V8 Roadster, this competition celebrates the launch of Hackett London’s 2013 Spring/Summer collection, during Aston Martin’s centenary year. Devised and implemented by marketing agency B STREET London, the integrated global campaign will run in 14 markets, including South Africa, double the number of markets that participated last year when Hackett and Aston Martin first collaborated.
This campaign promotes the existing relationship between Hackett, Aston Martin and Aston Martin Racing and allows Hackett customers the chance to win exclusive and rare rewards in return for making a purchase. Based on sales basket analysis, customers have four entry levels linked to spend for the chance to win a prize.
On purchasing at the required level, customers will receive an entry card which contains a PIN code to enter on the multilingual microsite. Prize funds become more luxurious at each spend level. As these levels increase, customers will also be automatically entered into the prize funds below it. Customers spending R8700 or over have the chance to win the Aston Martin Vantage V8 Roadster.
At the R6400 level there are two Aston Martin weekend experiences to be won including a 3-night stay at a UK country house hotel with one of the latest Aston Martins to drive. At R4600 there are four VIP excursions to the Le Mans 24-Hour race to be won where winners can enjoy the thrill of Le Mans first-hand, side by side with the Aston Martin Racing team. And at the R2900 spend level there are ten Aston Martin Racing by Hackett Kit Bags to be won.
Hackett London’s Marketing Director, Mark Owens:
“There’s no denying the synergy and consequent strong appeal of these two luxury British brands in this campaign. The idea translates extremely well around the world, and thanks to the execution by B STREET, enhances brand values whilst at the same time encouraging strong sales. Last year, we saw a significant (20%) increase in spend at the top entry level as a result of offering our Aston Martin prize.”
Hackett London’s local Director, Moosa Mayet:
“The collaboration between the brands locally is growing from strength to strength with this campaign securing the bond even further. South Africa’s footprint in the luxury arena is enhanced by campaigns like these that allow us to compete with developed international markets such as the United Kingdom.”
B STREET’s Creative Partner, Kevin Exley, adds:
“The strategy behind the campaign is simple – to bring customers of the most quintessentially British style label the chance to win the most quintessentially British car. Working closely with international markets, the offer is being supported around the world with local language POS kits, promotional window display, digital advertising, a dedicated microsite and social media.”
The promotion is running in over 90 Hackett stores and concessions in the following markets around the world: UK, Ireland, France, Germany, Spain, Portugal, Malaysia, South Africa, India, Belgium, Holland, Hong Kong, Philippines and Mexico.