A live activation promoting the launch of "Checkatrade Pay" at the Harlequin (Atria) Shopping Centre in Watford
Checkatrade
"Checkatrade Pay" Launch
Digital Marketplace, Home & Trade Services
Prize Fulfilment
Campaign Planning
Winner Management
Customer Service Support
End-to-End Management
Entry Management
Operating in-person at a high-footfall zone whilst gathering high quality first-party data for future Checkatrade brand communications.
Prizes physically given away
Prize fund distributed
Marketing opt-in conversion rate
The primary objective of this activation was to launch "Checkatrade Pay," promoting it as a quick, simple, and secure way to pay tradespeople for a job well done.
Strategically, the event was designed to build brand awareness in a high-footfall consumer zone while actively gathering first-party data and high-quality marketing opt-ins for future Checkatrade communications.
Checkatrade wanted entrants to win every time to ensure maximum excitement for the activation. They wanted to include a combination of physical and digital prizes.
To bridge the gap between the physical retail space and digital lead-generation, Checkatrade required a secure and frictionless entry, facilitated through a microsite.
For this promotion, Checkatrade would need to secure a high-traffic space positioned near major retailers; a space that was customised with their branding that would attract passerbys with vivid and interactive elements. As this was an in-store activation, there were also legal and safety requirements to consider including health & safety as well as data security to ensure brand-trust at every stage.
We engineered a multi-tiered prize pool with guaranteed wins for every entry in order to ensure excitement for every participant.
The digital prize pool included 437 Checkatrade Pay vouchers which ranged in value – from £10 to £1,000
Physical Giveaways: In addition to the digital prizes, our hosts physically distributed:
For maximum exposure, we secured a high-traffic promotional space at the Harlequin Watford shopping centre’s upper floor, positioned near major retailers like Marks & Spencer and TK Maxx.
This location benefitted from massive footfall, averaging 120,000 visitors over a weekend.
As part of our end-to-end build and management of the space we implemented:
We deployed a highly secure, frictionless entry journey using our proprietary PromoNow technology:
Health & Safety: Our Event Manager conducted a rigorous Risk Assessment prior to launch. We covered manual handling protocols, cable trip hazard mitigation, and strict food safety standards for the popcorn cart (including allergen signage and glove use). We also ensured balloons were inflated only via hand pumps and strictly kept away from children under three to prevent choking hazards.
Data Security: The digital entry journey was hosted on our ISO27001-certified PromoNow platform. Following the campaign, all GDPR-compliant opted-in data was securely transferred to Checkatrade via SFTP, after which we executed a complete data purge from our systems.
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