Visa Campaigns: Everyone’s a Winner

Win a holiday worth 15,000 Swiss Francs just for paying for your purchases with Visa. That was the main prize that Dufry customers could opt in for during the July 15^th to October 31^st period as part of a campaign with credit card company Visa, aimed at reaching millions of passengers throughout the summer period.

Created as a Welcome Back campaign to add an additional level of excitement to the returning passengers, this special promotion was run in 122 stores across 10 Dufry locations – Argentina, Greece, Jamaica, Mexico, Portugal, Spain (Mainland & Canary Islands), Switzerland, Turkey and the UK. Under the title of Everyone’s a Winner, the campaign aimed at creating fun & improving the Visa brand affinity by offering cardholders exclusive benefits and unique experiences.

By making a purchase with their Visa card, customers had the chance to participate in a game to win instant prizes, the main one being a “Holiday of a lifetime” – in the shape of a 15,000 Swiss Franc voucher to spend on a holiday with Expedia (one per location, with the exception of Portugal and Turkey). Upon completing their payment with a Visa card, customers were given a QR code to scan, to gain access to a digital version of the traditional “scratch & win game” and try their luck. Prizes included vouchers to spend in store, vouchers to spend on participating brands – Lancôme, Toblerone and M&Ms – and Red By Dufry prizes, including bonus points (from 100 extra points to up to 1,000 points) as well as status upgrades (to Gold and Platinum statuses) for a limited time.

Results of the campaign have been extremely good. Not only for Visa, through the visibility gained and the increase in the number of transactions – but also for Dufry, with increased sales figures and, more importantly, with strong voucher redemption (over 73,000 vouchers were issued and 45% of them were redeemed). This latter element was an important one too as it triggered an additional, non-planned sale, and hence, increased spend per passenger. On average, customers redeeming vouchers spent almost four times the value of the discount given.

The campaign was supported by powerful in-store communication and through our digital channels, including social media and communication with our customers using Red By Dufry.