Walkers Brit Trips

Objective
Walkers Brit Trips had a clear objective, to create an engaging on-pack consumer loyalty programme that ran across 900 million single or multipacks of Walkers to:
- Allow British families to celebrate and enjoy Britain for less
- Build consumer engagement with Walkers by offering a relevant, personalised experience for all consumers
- Drive product sales (Walkers use 100% British potatoes)

How does it work? – the Mechanic
The on-pack promotional campaign uses a collector mechanic, encouraging consumers to 'bank' their 10 digit code by texting it to 51199 or by visiting www.walkersbrittrips.co.uk, registering an account and entering their code online. Consumers can explore the trips available and redeem their points by means of e-vouchers or by a click through to third-party sites.

The Brit Trips website site was the heart of the whole promotion with all other communication driving consumers to the site. This is the first promotion Walkers have ever run that has relied 100% on an online redemption mechanic.

Additional Brit Trip points are available via media including promotional codes on press and online, by referral from existing account holders, completing a questionnaire and entering competitions promoted through CRM activities.

The Brit Trips campaign marks a first for Walkers integrating online and SMS response mechanics.

Scope
Thirty-two partners are involved in the campaign ranging from The National Trust to Butlins, ensuring that a broad range of promotional offers are available to encourage wider participation. Nationwide, 10,000 trips are on offer with only five points required for some trips - 'Just three packets of Walkers' - A key component in driving excellent response rates from targeted demographics.

Central to the success of the campaign, Jigsaw created an intuitive, user friendly website with a simple interface, enabling consumers to search and filter the enormous range of trips held in the database.

Brit Trips launched on 3rd March 2008 in the UK and the Republic of Ireland and runs until the end of 2008.

Knowledge
Jigsaw, through their in-depth knowledge of all digital platforms (web, WAP, mobile technologies), the ability to create and deliver engaging and rewarding experiences and unrivalled knowledge of how consumers like to interact with brands, has delivered results over and above the expectations set by Walkers. The Jigsaw team understands how the functionality of established and new technologies can be applied to offer creative solutions for all advertising and promotional needs.

Delivery
Delivery timescales were accelerated when shipment of the product was brought forward, meaning Jigsaw had to deliver the consumer website, the expansive database, the campaign management tool and reporting functionality four weeks ahead of time - no small undertaking. The Brit Trips website and database is hosted on a dedicated, robust and intensely monitored hardware infrastructure which supports in excess of 87,000 daily web sessions.

Results - Some Brit Trip Stats... Over and above campaign expectations
Jigsaw went to great lengths to ensure all participants received an engaging, positive, memorable and personalised customer experience; liaising with all partners to review a number of integration methods to cater for varying booking processes. These ranged from direct integration with partner booking systems (Best Western) to printable vouchers (Alton Towers and National Trust).

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