Is it just me, or does anyone else think the combo of doing a spoof of the 1969 Butch Cassidy and the Sundance kid for the new is all a bit odd?! Especially when Cat has so openly ditched this lovely country for the bright lights of La-la land!
Following the success of the original , Walkers has launched the sequel ‘Gary's Great Trips'. With a database of hundreds of thousands of people hungry for more offers, why not repeat it I say. In today's times, there is still a huge demand for these tangible and attainable 2for1 offers. Consumers are actively looking for them (to be honest you'd have to be a fool to go to Alton Towers and not have a voucher!) So in principle, I'm all for a ‘sequel' style promotions - but like any sequel, how do you make it live up to the original.
Apart from the obvious development of a new name, the main development appears to be the addition of VIP trips which for me compromised the single-minded nature of the promotion. It may have just been a coincidence, but all the marketing material I saw was about VIP trips not Gary's Great Trips, so to be honest, before I did this review I actually thought it was a completely separate promotion. If you look closely you can figure it out, but I had that same feedback from about 6 other people (I needed to check it wasn't just me being thick) so from that perspective it doesn't tick my ‘2 second rule' box.
The messaging this time around appears to focus on quantifying the ‘Value saving', which I think is great as it allows consumers to do a quick value exchange against the product price. If you look on eBay and see the many listings of these vouchers, you realise that consumers are starting to put a monetary value on them.
The other thing I thought was great was the incentive of extra points for participating in surveys or online games. I was more than happy to spare a few extra seconds - in fact they could have potentially asked even a couple more questions.
So in summary, I think Gary's Great trips is a credible sequel ....but enough now Walkers, enough. No more Brit / VIP / Gary's / Cat's or whatever Trips. I do wish Walkers the best of success (and can be bribed to add some points if my VIP bid to V festival wins!)
Promo Score: 6 out of 10.
Agency: The Big Kick
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