An introduction to promotional insurance with a range of case studies for a variety of client types by WorldWide Special Risks.

1. WorldWide Special Risks’ Promotional Insurance provides companies with the ability to run competitions with exciting and attractive high value prizes as part of their marketing and promotional campaigns. The prizes, which can be up to and in excess of a Million Pounds would normally be beyond the reach of most budgets, however for a fraction of the cost WorldWide will minimise the exposure and guarantee the prizes as and when they are won. All of our contests are based on a mixture of skill and probability. This means every contest could have a winner, just like the TV Show Who Wants to be a Millionaire. Whether someone wins the prize will depend on an element of skill or even chance. Knowing how often the contests are likely to be won allows us to take the risk away from the client. All of this for for a fixed cost, usually a fraction of the potential prize fund. WorldWide Special Risks - Promotional Insurance

4. The Work’s bookshop gave customers £260,000 reasons to buy their Valentines gifts with a Love Story Promotion . Anyone visiting the store in the build up to Valentines was given the chance to win £5,000 a week for a year. For the chance to win customers completed an in store registration form. They were given a list of 12 all-time great love stories and invited to select their six of he best. If the customers six matched that of the judging panel they would have walked away with £5,000 a week for a year! The promotion, run in over 200 stores throughout the UK was a great traffic driver and produced thousands of entries, capturing valuable customer data. Retail Promotions The Great George Wimpey Giveaway. Visitors to participating George Wimpey show homes were given the chance to win instant prizes from iPod’s to an Audi A5 as well as purchase incentives on the range of new homes. After viewing the show homes, visitors were provided their scratch card. The scratch to win section enabled customers to scratch off 4 of the 12 panels in an attempt to find 12 matching prize symbols. Anyone finding matching symbols would have won an instant prize from am iPod to a Television, Spa Day or new Audi A5. Customers also qualified for an additional sales offer, which they could redeem on the purchase of a new home, one example being free fitted carpets. The range of prizes and sales incentives proved a tremendous draw, increasing show home visits across the promotional period.

5. Purchase Incentive – Red Square Drinks brand Red Square raised their profile and encouraged purchase during a targeted promotion within selected airport bars throughout the UK. As an incentive to purchase, customers buying the product were given a Red Square scratch card for the chance to win a range of exciting prizes. Each scratch card contained a unique code underneath a scratch and reveal panel. To find out what they had won the customer had to go online, register some personal contact details and enter their unique code. Predefined codes won great prizes from a new Mini down to free product and Boots vouchers. The Red Square promotion is an example of a response based mechanic where customers have to initiate contact with the brand to find out what they might have won. Response based mechanics can be set-up to work via website registration, which gives excellent data capture and additional brand experiences or Text to Win for more immediate gratification. Scratch Card promotions can be created with “instant win” opportunities where the customer finds out if and what they have won immediately, revealing the identity of their prize on the card, without the need to register via text or web. For a complete range of scratch card incentives please contact us.

6. Our range of promotional contests can also be used to assist consumer and trade publications (and their advertisers). Probability mechanics including scratch cards and online games or Response driven contests via post, email, text and telephone can be used to create winning opportunities for readers building brand awareness , increasing sales , creating customer interaction and capturing valuable data. These examples include; The Mirror newspapers £1m scratch card. Readers were encouraged to buy the paper daily over a two-week period by the chance to win a range of prizes from a guaranteed £1 minimum to a potential £1million jackpot! The Telegraph used a £1m World Cup predictor to draw in readers and create acquisitions for it’s interactive sports division which includes a range of fantasy games. Top Marques magazines Win a Ferrari competition was a tremendous draw for readers. Buying two copies and returning the coupons, along with valuable data capture put them in with the chance of winning a dream Ferrari sports car. Publishers

7. Our sports contests can be used by sports clubs and sponsors of clubs and sporting events to create excitement and generate brand awareness. Skill based competitions allow contestants the chance to win life changing prizes by replicating the skills of their sporting idols… Watford Football Club . Randomly selected fans at Watford Football club were given the chance to win the “Cross Bar Challenge” during the half-time (bottom left). Match day contests provide a great opportunity for local sponsors to get their name in front of the crowd and create additional revenue for the club. Alfred Dunhill, sponsor’s of The Open golf championship ran a Putt for a Million contest during The Open to generate awareness amongst potential customers in London city location (bottom middle). The Telegraph newspaper randomly selected six of their readers to take part in a “Hit for a Million” competition during a Test Match at The Oval. The promotion designed to attract new Telegraph readers was promoted during the summer with lucky finalists attempting to win big in front of a capacity crowd (bottom right). Sports Marketing and Sponsorship

8. Sales Incentives – Football World Cup 2010 How can your customers interest in the 2010 Football World Cup lead to increased sales? Sales of certain products are strongly linked to major sporting events such as the World Cup and supporters purchasing habits will be effected by their personal interest in the event. For example products including televisions, replica shirts even beer and snack foods will peak in advance of or during a tournament, especially if the home nation is present. Cash back incentives have been used to great effect in the past by brands looking to benefit from purchasing trends at such a time. If a supporter is planning to buy a new television in anticipation of the tournament why should they purchase from you? Offering a full or partial cash-back on their purchase if the home nation wins or just reaches the final is a great way to achieve this and ride the wave of the countries expectation. Cash back doesn’t have to be linked to win only . Depending on the realistic goals of the home nation and the level of budget available you can set cash back triggers from as little as qualifying out of the group stages. Other options include the number of goals your team or a nominated player might score. If you sponsor a striker how about a cash back if he is the tournaments leading scorer… the options are almost endless. The cost of the fee is linked to the value of your cash back liability, itself determined by your sales in the period. The rate you pay, a percentage of this figure, is determined by the chance that your trigger will occur. For more information including a completely confidential proposal for your business please contact Jon Wilkinson. + =

9. Gardening Direct also encouraged sales from their customer base with a £25,000 direct mail promotion. All recipients of their catalogue were offered the chance to win a new car or £25,000 as an incentive to make an order. Promoted on the direct mail envelope to help increase initial responses and on the order form and internal print the competition proved a great success. Simplicity was also key, with no additional action required by the customer to find out whether they had won, such as a tricky question. It was as simple as making an order and finding out if they were the lucky winner. Catalogue Health & Comfort offered customers 75,000 reasons to place an order with a free to enter Bonus Bingo contest . The offer to all customers on the mailing list was the chance to win £75,000 in cash when they called to make an enquiry or placed an order. The attention grabbing prize was used on outside of the catalogue envelope to build awareness and increase take up rates. It also provided an extremely tempting incentive to call the order hotline! Sarah Taylor, from Health & Comfort commented… "By promoting the £75,000 Prize Draw in the Health & Comfort catalogue we experienced a marked increase in response rates, much higher than anticipated. The Prize Draw was very popular with our database and target market. It allowed us to be more creative and flexible with our design and was an effective way of allowing us to differentiate the brand and add an element of excitement to the mailing piece." Direct Marketing

10. Online Marketing Incentive – $1m Space Invaders Micro Site anti-virus experts McAfee gave customers One Million reasons to visit their new micro site. The ‘Win a Million’ headline was used to build awareness, encourage response, increase registrations and capture data of potential business and home users. Promoted across multiple platforms including taxis, promotional leaflets, print advertising and online marketing it proved hugely engaging. After registering on the micro site customers were given up to three attempts at the Retro Space Invaders Game. The Million Dollar headline prize was also supported by smaller ancillary prizes and a leader board on the micro site kept people up to date with their progress. Originally launched to a UK audience the success of the promotion prompted a pan-European roll out in six languages! WorldWide Special Risks built and hosted the space invader game to client specification and provided insurance to pay for the $1m prize, had it been won all for a single fixed cost.

11. Online Marketing Incentive – AXA Car Insurance Insurer AXA, ‘drove’ potential customers to its motor insurance internet site for the chance to win one of ten new cars. Players were directed to the AXA site by online advertising, email marketing and sponsorship of partner newsletters including Auto Trader online. After entering their personal details, including the renewal date for their car insurance, players were invited to picked a key using the key grabber arcade machine (below). Once they had chosen the key it was time to pick one car from a choice of ten that could be won. Then the moment of truth… if they’d picked the right key for the correct car they won instantly. If wrong, off went the alarm and the game was up… or was it? For the chance to play again, immediately, the player could recommend a friends email address. They received an email from AXA inviting them to come and play (in the players name) and the player had another attempt. During the promotion tens of thousands of customers played to win and a large percentage referred friends and colleagues to the game. More importantly a significant number were converted to sales, ever increasing as the renewal dates could be followed up at the appropriate time.

12. WorldWide Special Risks Abbey Chambers, 11-13 Verulam Road St Albans, Hertfordshire, AL3 4DA Tel: 01727 843686 Fax: 01727 855089 www.worldwidespecialrisks.co.uk www.hole-in-one.co.uk Contact Us