COOP WorldCup scratch card promotion: successful thanks to our expertise

Situation

A large national loyalty campaign such as this one from COOP takes a lot of effort. It is not a matter of just printing some scratch cards. Everything has to be right, from idea to delivery: the appearance and execution of the cards, the unique numbering, recording and protecting the win codes, the game planning (when and where are the prizes), timely delivery in handy packaging, safe storage, and so forth.

Wishes of the client

COOP was not only looking for a printer who could safely print such a large print run with many variants, and who could take care of the handling, storage and transport. Due to the size and novelty of the promotion, they were mainly looking for a committed partner and advisor, with a lot of experience in the field of loyalty promotions and printing. Lex Wolffers knew Lijnco long before he came knocking on his door with the World Cup promotion 'Coopa Hollanda'. “Lijnco has been printing the COOP savings stamps for us for years, and it's going well,” says Wolffers with satisfaction. “From that collaboration, I also hoped that they could help us now that we wanted to organize such a large scratch card campaign for the first time.”

Choice: Lijnco thinks along

“My first question to Lijnco was of course 'Can you handle something like this?'. I was quickly convinced of this when Lijnco's account manager told me about previous experiences with such campaigns. He immediately had tips and shared valuable insights. For example, Lijnco was able to provide advice on retention rates and explain how the packaging could be adapted to the limited space at the checkouts.”

According to Wolffers, an important aspect of the advice concerned the image under the scratch layer. “Lijnco recommended no boring code or black-and-white image, but a full-color image of the won product. This kind of advice immediately made it clear to me that we would have a committed partner in Lijnco. and if you want to execute a campaign like this well, that is a huge advantage - especially if it is the first time you are taking on such a comprehensive project.”

Solution:

Lijnco helped COOP calculate the chances of winning: the game planning was determined based on, among other things, the number of available prizes. Wolffers: “For example, you don't want 300 prizes to be awarded at the same store and nothing at all in another branch. This requires calculations and reliable database management. With such a large campaign, there is always a risk of mistakes and even small errors in the printing, database or delivery can have very unpleasant consequences for us. At Lijnco they always think along in this regard and safety is well guaranteed with certifications and independent inspections.” According to Lex Wolffers, the project went well, the collaboration was pleasant and constructive, and the result had a professional appearance, well suited to COOP's high requirements.

Fulfilment by Lijnco

For four weeks, Lijnco delivered 1,820,000 scratch cards per week, with repeat orders for several hundred thousand additional cards in the last two weeks.

“For such a large promotion, it is very important that we have a production partner who can not only print everything perfectly and deliver on time, but who can also provide us with advice and assistance in the field of game planning and database management.”
Lex Wolffers, marketing & communications COOP