Tightly targeted communication was the key to success and focused on digital camera users/buyers from affluent families with children. A 'proximity' model identified the target households in relation to potential participating retailers.
A leaflet delivered to ½ million homes contained a photo memory card that fitted any of the Nikon Coolpix digital cameras. Recipients were invited to visit their local retailer and request a demonstration - the only way to activate their memory card and find out whether they had won an 'adventure' prize.
If the LCD screen revealed an image, the consumer could claim the nominated prize.
Counter staff were motivated to demonstrate the cameras by winning the same prize as the consumer.
The 'adventure' prizes included white water rafting or a flight over Ayers rock - ideal opportunities to use a digital camera.
Camera purchasers could also enter a competition to win one of 1,000 TDK 64Mb memory cards. The promotion was supported in store by POS, a volume trade incentive and Nikon 'Special Awards' for those retailers who 'went that extra mile' to display POS material and generally supported the promotion.