The 2014 Football World Cup inspired a lot of retailers to show themselves from their most generous side. No less than 1,500 Red Devils supporters had their purchases refunded in the Selexion electrical goods store. The communication for this action was done via the promo-on-seal on the plastic foil around the BD myShopi folder package, which made it a real eye-catcher to anyone opening his letterbox.
In the promo-on-seal advert, Selexion referred to a special Selexion website on which the consumer could find the conditions for participation and where they could gain extra discount vouchers. In the same period, Selexion used seal insert as well as WOWbox communication in order to generate extra traffic to this special website.