McVities VIP Club – win a VIP Getaway ← Back to case studies
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Unmissable worked on a £1m TV and on-pack campaign to promote McVities loyalty reward scheme, the VIP Club. Aimed at a broad range of biscuit shoppers and consumers, VIP Club members are given the chance to instantly win one of 2,000 VIP Getaways throughout the UK & Ireland.
The brief required desirable prizes that were both motivating & attention grabbing. Each experience had to possess a strong VIP element to turn an ordinary prize into something special. The prizes needed to be compelling enough to convince consumers to select McVitie’s over other brands, especially brands that may be using price promotions.
We came up with an on budget selection of enticing prizes for consumers to choose from which included: a surf & turf adventure in Cornwall with private surf lessons & personal behind the scenes Eden Project viewing; a London theatre break with exclusive backstage access; a woodland cabin retreat complete with activity pack and ranger tour for all the family; a luxury camping experience with a private circus skills workshop; a VIP package at Alton Towers Resort; a behind the scenes football stadium tour with football shirts & themed goody bags; a VIP safari experience with a private ranger tour; a falconry experience on a luxury Scottish castle weekend; a private tour of Hamleys with afternoon tea; a castle stay at Swinton Park with dressing up outfits for the kids; a luxury Irish spa retreat & a cookery weekend at a school owned by a TV chef.