Shell Make Merry Harrods linked promotional game created and supplied by Don Marketing

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In the Autumn of 1984, Don Marketing devised a Make Merry” scratch card game linked to Harrods, with the idea that Shell would give away on their forecourts millions of Harrods food prizes. Before we disclosed the concept to Shell, we discussed initial arrangements with Harrods for the design of the card and the supply of Harrods food product prizes. The concept was enthusiastically accepted by Shell. We negotiated the purchase of over £2 million pounds worth of goods from Harrods on behalf of Shell, including 6 million mince pies and £10,000 Harrods Shopping Spree prizes. The promotion was launched in the last quarter of 1984 and featured in a Channel News TV report.

Don Marketing co-founder John Donovan photographed in October 2020 with a Shell Make Merry poster.

 

 

Shell Make Merry Harrods themed Scratch card game launched November 1984 (Devised by Don Marketing)

Large Shell Make Merry forecourt poster. Approx size: 35 x 45 cm portrait.

 

 

The Make Merry promotion caught the attention of the national media. ITN Channel 4 News broadcast a feature on the promotion including a segment filmed at Harrods and an interview with John Chambers and Roger Sotherton filmed at Shell-Mex House.

When Roger made his first visit to the famous food hall in Harrods, a member of staff asked him what he wanted. He replied that he had come to purchase 6 million mince pies. They thought that he was joking and asked if it was a Candid Camera stunt. The Shell Make Merry scratch card can be seen in the background during the introduction of the package by Peter Sissons together with other Don Marketing games created for Shell. 

Below Shell Make Merry Harrods Christmas time themed instant win game with 6 million mince pies, Christmas Puds, Wine Packs, Christmas Hampers and ten £10,000 Shopping Spree prizes.

 

ITN CHANNEL 4 NEWS ANCHOR PETER SISSONS INTRODUCING SEGMENT ABOUT DON MARKETING GAMES FOR SHELL, WITH THREE OF THEM, DISPLAYED IN THE BACKGROUND, THE THEN-CURRENT GAME BEING SHELL MAKE MERRY

SCREENSHOT FROM SHELL MAKE MERRY TV COMMERCIAL SHOWN IN THE ITN CHANNEL 4 NEWS SEGMENT

SCREENSHOT FROM THE ITN CHANNEL 4 NEWS PACKAGE. SHOWS SHELL MAKE MERRY GAME CARD AND A SELECTION OF GAMES PRODUCED BY DON FOR OTHER BRANDS

JOHN CHAMBERS BEING INTERVIEWED DURING THE ITN CHANNEL 4 NEWS FEATURE

PACKAGE INCLUDED A FILMED DISCUSSION BETWEEN DON MARKETING DIRECTORS ROGER SOTHERTON (LEFT) AND JOHN CHAMBERS ABOUT DEVELOPMENTS IN SALES PROMOTION

END OF SCREENSHOTS FROM ITN CHANNEL 4 NEWS

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Shell Make Merry Harrods themed Scratch card game launched November 1984 (Devised by Don Marketing)

“Shell starts up a new promotion” (Shell Make Merry) Marketing Week 2 November 1984

Shell is starting another round of forecourt hostilities among the oil majors with its third promotion. Called Make Merry, it is launched on November 5. It will cost the company little short of £4m.

The new promotion, again devised by Don Marketing, is offering more than two million prizes, of Christmas food and wine, plus a number of £10,000 shopping sprees at Harrods as top prizes. Based on matching symbols on a scratch-card, it will last to the end of. December.

“My impression is the public has become rather blasé about these promotions,” says Philip Stein, head of public relation’s for the Motor Agents Association.

“There aren’t many people now who want a particular brand. “However, I think Shell is out of sight compared to the others when it comes to marketing, and this theme is a very alluring compared to Mastermind, which was too complicated. “

But Mike Beach, Shell’s manager retail advertising services, says: “People are far from tired with promotions, and this is quite a different one, especially as there are instant ‘prizes.”

So far this year, Shell is estimated to have spent about £12m on forecourt promotions, more than any of its competitors. But industry sources reckon the promotions have little impact on market share after 12, weeks from the beginning of the campaign, when share begins to erode.

Shell is advertising the campaign with a ten million leaflet drop and national press cover-age, but there will be no television promotion.

Don Marketing launches dual forecourt attack: Campaign Magazine 2 November 1984

Campaign Magazine 2 November 1984

Don Marketing launches dual forecourt attack

Don Marketing, which specialises in promotional games and contests, is launching two major promotions for motorists.

On Monday it launches Make Merry, a Christmas version of the Shell Make Money and Mastermind petrol promotions. Two million prizes of Christmas food and wine are on offer with £10,000 Harrods shopping sprees as top prizes. Scratch cards are available from Shell stations.

LEARNING THE RIGHT RULES OF THE GAME: Marketing Week 11 October 1985

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