Emotions in Legend Dubai consumer promo

The Legend Extra Stout National Consumer Promotion may have ended, but for a long time 25 people will cherish the unforgettable moments they had in Dubai, in the United Arab Emirates. Many of these consumers, who are now known as Legends, never had the slightest inclination that they would fly to one of the world’s greatest tourist attractions, all-expense paid. Indeed many of them

never possessed international passports, until their paths crossed with that of Legend Extra Stout.

Such promotions have the tendency to raise consumer appetite, create more awareness about the brand, enhance to deepen market penetration.

It is recognized that constant innovation, consumer insights and saying ‘thank you’ to customers have over the years been the strong points of survival of brands. Analysts believe that “the increasing competition in Nigerian market requires that brand owners must constantly innovate, and experientially engage and tempt consumers with new and exciting offerings.”

It is believed that it is with this understanding that Legend Stout brand came up with N1million shopping promotion to reward loyal consumers for standing by it all through these years. Over the years, brands have engaged in promotion to lure consumers.

At the press conference to announce the commencement of the 2013 edition of the National Consumer Promotion, the Nigerian Breweries Plc. Marketing Director, Walter Drenth emphasised that the Consumer Promotion would keep tongues wagging for a long time to come. At the special media parley, he said: “I am convinced what we are about to formally launch will keep Nigerians excited for a long time to come. Legend Extra Stout – The Real Stout – plans to give its numerous consumers a unique consumer experience; indeed one which they will cherish for several years to come, possibly a lifelong experience.

In 2012, the Legend brand gave out gift items such as 32 TV sets, generators, Black Berry phones and other gifts. While the brand gave out almost all these instant prizes to consumers in the 2013 edition (except generators which it replaced with refrigerators), the brand added an emotive connection, the opportunity for 25 consumers to go to Dubai, all – expense paid, to shop for gift items worth N1million within a 60-second period.

Though the return of the consumers marked the end of the promotion, it marked the beginning of a new status for this league of Legends. The 25 lucky consumers travelled to Dubai, United Arab Emirates, in three batches during the two-month long promotion. They emerged via transparent raffle draws. While there were electronic raffle draws to pick winners, slots were also reserved for consumers who were present at the bars where the raffle draws were held.

Each consumer was full of praise for the brand for the gesture. Anosiri Chukwujekwu Anderson, one of the lucky winners said he targeted items such as ipad, BlackBerry phones and some other electronic devices during his 60-second shopping experience. Of all the items he picked during the 60 seconds, he described the ice cream making machine as the most precious. “Even before coming here, one of my friends that deals in electronics asked me if I can get hold of an ice cream maker that he will be very happy to take it off me, that it’s hot cake in Port Harcourt. But I told him I’ve not seen it before and that I don’t know what it looks like. I, however, told him I’ll do my possible best. But luckily for me, it was the first item I picked when I went to shop. I must say I’m a very happy person,” he said.

When asked to describe the Dubai shopping experience, he said: “Honestly I don’t know how to express my joy and my happiness. The Legend brand has kept to its promise. And I must tell them a very big thank you.”

Another winner, Eduh Onuninya, a legal practitioner from Benue State, confessed that the Dubai trip was his first outside Nigeria. He said: “Honestly, this was my first trip outside Nigeria. I came to Dubai, I was taken round the whole of the city, and I saw really beautiful and wonderful places.” On the most precious items which he picked, he stated: “The home theatre is the most precious gift item. I was also able to pick some items for my wife.”

Christopher Johnson was also full of appreciation for Nigerian Breweries Plc. He said: “I am very, very happy to be in Dubai. I came all the way from Adamawa State to Dubai, to come and shop for items worth N1 million that NB and Legend have given to me, so it’s a pleasure to say that what Nigerian Breweries is doing is real.”