Combining this with a clever interactive element demonstrated on TV (the token found in the coffee jar has to be held against a hot mug to determine 'win' or 'lose') the consumer labours under the illusion of having a hand in the outcome (when in fact this is probably predetermined by some statistical formula used by the distributors).
The 'classic' trick inherent in ads and promotions of this nature (remember the Kellogg's "what's in the box competition"?), is that the number of winning tokens is actually small (10 x R10 000; 50 x R1000; and a draw worth R100 000) and their relative geographic spread remains unknown. With this ad showing 'hits' rather than 'misses', the consumer is, however, lead to believe that the probabilities are actually pretty good and that their lack of success must be an exception rather than the rule.
A further enticing driver is the label stating, "Catch a wake-up and win R250 000" - which would effectively require incredible luck or huge expenditure to locate all wining tokens and be drawn as winner in the competition for the R100k. Bit misleading, isn't it?
In addition, the interactive element combined with a 'hidden' result - to be revealed by heating the token and the promise of instant reward - has all of the necessary emotional drivers of playing a slot machine, albeit a 'virtual' one.
There is the sense of viscerally driven anticipation that is likely to accelerate repeat-purchase behaviour in that ego-driven quest for that elusive winning token. Robin Williams would probably have had a better chance of finding the Holy Grail in the "Fisher King". Punters, on the other hand, may find themselves having more coffee (the competition being limited to the largest containers) than groceries in their kitchen cupboards (or money in their pockets).
Appealing to primal human vagaries such as greed, ego, compulsion, instantaneous gratification, the need to emulate, as well as the illusion of control, the ad may be predicable and lacking in originality. However, it is likely to be very effective in meeting the particular strategies, which sit at the heart of it - significantly increasing turnover probably being one of them.
