For the purpose of increasing the number of users of the Mercator Pika card and its use, Mercator decided to carry out a prize draw in which a total of one million bonus points would be awarded.
We agreed with POP TV on the specific positioning of a 22-second long and final 30-second long advertising spot in the exclusive advertising block on Sundays at 18:59. In this way, we were able to carry out a live draw of prize winners for seven consecutive weeks by drawing from among the customers who have used the Mercator Pika card in the current week to make a purchase. Draws in the ad units were supported by predictors that further addressed Mercator Pika owners and potential owners. We were able to reach 81% of the target group with predictors and draws on POP TV.