01 · ELECTRONICS RETAIL · HISTORICAL CASE
Buy a TV. Get the purchase price back if Germany wins the title.
How an emotionally engaging football promise can be combined with a predictable campaign budget.
This anonymised case is based on a historical EMIRAT project described by the founder. It explains the campaign mechanic used at the time and is not a new contract of the current operating company, The Rockets Consulting DMCC.
The starting point
An electronics retailer wanted to support TV sales during a European football championship with a particularly attention-grabbing promotion. An emotional sporting occasion would provide an additional reason to buy.
The mechanic
The promotion applied to TV purchases made on one single promotional day. If Germany became European champions, eligible buyers would receive 100 per cent of their purchase price back under the promotion terms.
The challenge
A title win would have triggered numerous refund claims at the same time. The retailer would already have procured and sold the TVs. Refunding the purchase price would therefore have meant much more economically than simply forgoing profit: procurement and operating costs remained relevant.
EMIRAT’s role
Under the agreed cover, EMIRAT took on the defined refund risk for a premium agreed in advance. This allowed the risk premium to be included as a fixed item in the marketing budget before the promotion began.
Claims handling
Under the model described, eligible customer claims submitted within the deadline and supported by evidence would have been decisive if the event occurred. Unclaimed refunds would not have triggered an additional payment to the retailer. This account makes no statement about whether the event occurred or any payment was made.
The benefit
The product promoted was televisions: the potential full purchase-price refund connected the planned purchase to the emotional prospect of a European title win. Cover concerned the defined refund obligation, not the entire business. The premium agreed in advance could be included as a separate campaign-budget item; media, technology and execution were not automatically covered. The benefit lies in this structure, not claimed or measured results.
Anonymised historical case; specific contract details have not been published. Building contacts with separate marketing consent and relevant follow-up offers would be a possible extension of such a promotion, but are not documented elements of this case. Participation alone is not marketing consent.