To ensure Dixons Carphone could benefit from increased TV sales during the run up to the World Cup, Opia developed ‘Cash for Goals’, an innovative cashback campaign.

Dixons Carphone

World Cup cash for goals

Overview

To ensure Dixons Carphone could benefit from increased TV sales during the run up to the World Cup, Opia developed ‘Cash for Goals’, an innovative cashback campaign that rewarded customers with cash in hand every time England or Brazil scored a goal.

How did Opia add value?

Opia worked with underwriters at Lloyds of London to develop an innovative take on the multiple risks involved in the campaign. The offer was so creative, and offered such good value to Dixons Carphone, that the company chose Opia (as opposed to its own broker) to place the risk.

Opia managed the promotion end to end, resulting in high average unit prices and sales that doubled the run rate. Perhaps most importantly, Opia’s highly creative promotion also enabled Dixon Carphone’s to enjoy a very high level of engagement with its customers.

The new financial year started well, with an uplift in TV sales from the World Cup.

Sebastian James, Chief Executive, Dixons Carphone.

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