Pure Blonde’s search to find altruistic Aussies

Pure Blonde has launched a campaign aimed at finding altruistic Australians. The campaign will include radio announcements of Australians who “give up” giveaway prizes.

The announcement:

Australians like to believe that we always do the right thing, and if faced with the choice we would share our success with friends – or at least we’d like to think we would. To understand what Australian drinkers would really do, the team at Australia’s number one low carb beer, Pure Blonde had an idea to test this in the real world.

Faced with the choice of taking a prize or paying it forward, what would you do? A recent study commissioned by Pure Blonde has asked just that, revealing one in two people consider themselves altruistic, but are probably missing the opportunities to truly demonstrate it. Yet when faced with the choice between keeping a prize for themself and giving it to a friend, less than one in 10 would choose to give it to a friend.

In an effort to coax out Australia’s generous spirit and encourage random acts of purity, Pure Blonde has launched the ‘Prize or Praise’ promotion. From 27 May, participants who purchase a specially marked carton at their bottle shop or buy a round of Pure Blonde at the bar, will get a unique code to enter online or via SMS. If they win a prize, they then have to answer – “Do you want to accept the prize or the praise?” Winners choose to keep their prize or in a pure moment, give it up for someone else. The real twist is, they won’t find out their prize details until after they have made their decision to keep it or give it away. From a prize pool worth more than $1 million with the top prize being a Mercedes-Benz C63 AMG Coupe, one drinker could be crowned the most pure friend in Australia…choosing the praise and gifting a car worth over $170,000 to their friend.

Interestingly, research shows that it isn’t all about the money; that price doesn’t necessarily have a significant impact on generosity. 95 per cent of survey respondents said they would keep a prize for themselves if they knew it was worth $1,000 and almost all of them (84 per cent) would do the same with a prize valued at $20.

Alastair McCausland, Marketing Manager Pure Blonde says, “There are so many promotions out there these days; either giving away lame trinkets, or big unattainable prizes that we have no chance of winning. So we thought that with the Prize or Praise promotion we’d mix things up a bit. This promotion plays on the fact you don’t know what you’ve won until you’ve chosen to keep or pass it. It may be a new Macbook Air, a Chapelli Classic fixie bike, or be a snaplock bottle cooler. We’re also keen to hero those who chose the praise over the prize. With our media partner, Nova, we’ll be celebrating their purity in some pretty novel ways.”

Those who give away their prize – no matter how big or small – will have their name up in lights on the Pure Blonde website and Facebook page (with more than 225,000 fans) and some will even be praised publicly by Fitzy and Wippa on NovaFM.

To enter, drinkers must submit a unique code found on a competition card or carton by SMS to 1977 7788 or at www.pureblonde.com.au by 5 August 2013.

The prize pool includes a current model Mercedes-Benz C63 AMG coupe, Apple MacBook Air computers, Sonos Play: 5 Wireless Music Systems (including Bridge and one year of free music provided by Sonos valued at $758), Tissot watches, Nikon 1 J2 Twin Lens Cameras, Pure Blonde / Chappelli Cycles bicycle packs and Pure Blonde ottomans, slide top coolers and snap bottle coolers.

For more information please visit www.pureblonde.com.au or www.facebook.com/pureblonde

Source: Pure Blonde press release.


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