Brand Innovation Challenge: Boots chooses Promotigo to help them get from A to Gen Z

The Challenge 

At last month’s MAD//Fest Boots’ Head of Omni-Media & Partnerships, Stephanie Taylor told the audience that their motto is ‘With you. For Life.” For her never had this motto had better meaning than this year, Boots’ 175th birthday. Therefore, as it looks forward to the next 175 years, Boots was looking for pitch that would help them really engage with the next generation of customers.

• How do they find the right audience, in the right place, at the right time? 
• How do they authentically engage with them in a compelling way?
• How can they cut through the noise of other brands trying to do the same thing?

Promotigo’s Solution

Pitching for Promotigo was MD Charles Croft who said, “We want to turn to one of the oldest marketing strategies in the book to help acquire the next generation of 18 to 35 year olds.” In fact, a marketing strategy probably a lot older than Boots - reintroducing incentive based contest sweepstakes and games.

Croft told the crowd that “whilst incentive promotions are not new, what is new, however, is using technology” to amplify the offer. Croft said that new technology makes it possible to run more sweepstakes and games than ever before. More importantly, it “scales the measurable results in the data collection that fuel today’s one-to-one marketing efforts… making it possible to propose an always on promotion capability” to make Boots the habit of a lifetime for 18-35 year old shoppers. 

Watch Promotigo’s full pitch to find out more about:

• Why promotions are probably more relevant than ever for today's digital natives. 
• Why marketers should use incentive based promotions to build habitual, repeat purchases for consumers.
• Why Boots believe that gamification is the way to reach the younger audience. 

Watch the winning pitch here. 

You can watch all the MAD//Fest London action on our YouTube channel.