Concept
For #1Million prizes, all you need to do is shop!
1 million prizes and 3 chances to win them with every 20 Euro of shopping. Coop Alleanza 3.0 launches a new prize draw all over Italy, where your odds are really high. This operation will revolutionize the world of prize contests forever: Coop Alleanza 3.0 has changed the rules, set the level so high that any other contest will now seem old and surpassed in comparison.
Idea
Winning has never been so easy
The campaign message is easy and straight-forward: it helps you understand the amazing odds to win great prizes while inviting people to keep playing – and to keep shopping! The key idea is to communicate in an immediate and visual way how easy it is to win #1MILLION prizes, just by doing your shopping. Win something exceptional just by doing something very easy: your daily shopping.
The added value
A new tone of voice for Coop Alleanza 3.0
The concept was adapted consistently across traditional and digital media. POS, OOH, social networks, website, TV and radio: these are the channels used to support brand awareness and the prize draw for the duration of the campaign. This strategy marked a style change for Coop Alleanza 3.0, bringing a fresher and more modern voice to the brand. The result is an effective integrated campaign, supported by intense planning activities both online and offline.
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