The Wilko national promotion for Sure and Williams Racing aimed to deliver a showstopping retail display that encapsulated the technology, speed, and excitement of racing. The centerpiece was a faithful recreation of a Williams Racing car in cardboard, designed to captivate shoppers and reinforce the partnership between the two brands. Challenges included balancing the need for an impressive, instantly recognizable design with practical considerations like cost-efficient shipping, compactness, and ease of setup. To maximize stockholding and visual impact, the display featured separate popup FSUs rather than storing products directly on the car structure.

The car design required meticulous attention to detail, including the correct proportions, race number, and precise sponsor logo placement, all of which were signed off by Williams Racing. Materials used included EB flute for strength in the stockholding FSUs and top cap, E flute for the car chassis, and folding box board for the tires and wheels. The car arrived preassembled on an EB flute plinth, and all components were printed digitally in high-quality four-color on one side for cost efficiency.

Marketing objectives centered on creating a unique and engaging in-store event, showcasing the Sure-Williams Racing partnership and driving excitement around the promotion. This included highlighting the Williams Racing Special Edition Sure product and promoting a unique, money-can’t-buy experience in Singapore as the grand prize. The promotion aimed to boost sales, enhance brand perception, and ensure easy compliance with store setups.

The campaign achieved remarkable results. Over three weeks, 266,000 units were sold, generating £400,000 in retail sales value, with a return on investment of 17:1. Unilever gained improved shelf positioning and incremental listings of Sure products, while Wilko saw a significant uplift in value share across all measures. Store managers praised the display for its ease of setup and striking visual impact, with 100% of Williams Racing FSUs positioned prominently in-store. Shopper and store engagement was outstanding, with several managers reporting high customer interest and interaction, including requests to keep or auction the car for charity after the promotion.

The display’s theater and engagement extended beyond the store, with shoppers engaging with Sure via social media to request samples of the POS. This seamless blend of creativity, practicality, and marketing strategy made the campaign a resounding success for both Wilko and Unilever.