COOP World Cup scratch cards promotion: successful thanks to Lijnco's expertise

Situation

A large national loyalty campaign such as this one from COOP has a lot of work to do. It's not a matter of printing some scratch cards. Everything has to be right, from idea to delivery: the appearance and execution of the cards, the unique numbering, the recording and protection of the winning codes, the game planning (when and where which prizes will be awarded), the timely delivery in handy packaging, safe storage, and so forth.

Client's wishes

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 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 great deal of experience in the field of loyalty promotions and printing. Lex Wolffers knew Lijnco long before he knocked on the door with the World Cup promotion 'Coopa Hollanda'. “Lijnco has been printing the COOP savings stamps for us for many years now, and it works fine,” says Wolffers with satisfaction. “From that collaboration, I also hoped that they could help us now that we wanted to set up such a large scratch card promotion for the first time.”

Choice: Lijnco thinks along

“My first question to Lijnco was, of course, 'Can you handle something like this?'. I was soon convinced of this when the account manager of Lijnco talked about previous experiences with such promotions. He immediately had tips and shared valuable insights. This enabled Lijnco to provide advice on retention percentages and explained how the packaging could be adapted to the limited space at the cash registers.”

According to Wolffers, an important aspect of the advice concerned the image under the scratch layer. “For this purpose, Lijnco did not recommend a boring code or black-and-white picture, but a full-colour 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 run a campaign like this well, it's a huge advantage - especially if it's your first time taking on such a comprehensive project.”

Solution:

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

Delivery by Lijnco

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

“For such a big promotion, it is very important that we have a production partner who can not only print everything perfectly and deliver it on time, but who can also advise and assist us in the field of game planning and database management.”

Lex Wolffers, marketing & communication COOP