This Bombay Sapphire on-pack promotion to ‘Win a Sapphire’ really packed a punch across Waitrose stores during the festive period. But its crescendo came in the form of an in-store activation that took place in John Lewis / Waitrose (Oxford Street) during December.

A bespoke hand-crafted installation was designed around key brand features. The on-trend angular shapes, natural woods, marble and copper perfectly showcased the beautiful promotional bottles. And central to it all was a digital touch-screen where consumers could enter the promotion live in-store and watch enticing cocktails being made. This served as a fantastic feature for engagement as well as leveraging the brand presence.

Consumers used a unique code to access the microsite, which took an ‘advent calendar style’ theme, where a window opened to reveal what they’d won. Prizes included sapphire and white gold necklaces which could be personalised, Limited Edition boxed gift sets of Bombay Star and branded Bombay balloon goblets.

Umbrella services: Consultation (promotion’s structure & consumer journey). Microsite build including in-store touch screen format. Back-end data management.

Agency: McCann