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Topaz oil firm conjures up an exciting new loyalty game with exotic prizes

WISHING to do something that would be a break from catch-all marketing but might excite customers was what prompted Irish oil company Topaz to plump for a major new loyalty game.

Topaz marketing and corporate services boss Paul Candon (pictured) says they did their preps for the Park Or Play game by "researching the bejaysus out of it".

Consumer feedback told Topaz there was a market for a loyalty game that was quick, simple and fun to play.

The rewards would have to be of real value to them.

They asked for a digital tag so they could play the game using a phone app.

Customers urged Topaz to give them something to distract them from all the doom and gloom about.

Park Or Play works to two simple principles: people can play by collecting points each month and be in with a chance of winning a lifetime experience. Or, they can park – save their points until they decide to play in the hope of winning a different prize, such as a VIP trip to the Monaco Grand Prix, a new Seat Ibiza or a Thailand yoga retreat.

This month's prize is a trip for two adults to Brazil, with seven nights in Rio de Janeiro's five-star Copacabana Hotel. They get a helicopter tour of the city and €3,000 to spend. Target McConnells created the ads.


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