SCHAEFFER MFG. CO. · SEASON SWEEPS ’24–’25

SEASON SWEEPS

Phoenix turned Schaeffer’s fall selling season into a scan-to-win sweepstakes that
pulled everyday drivers to the shelf at independent auto retailers—and beat
category benchmarks two seasons running.

01 — THE PROBLEM

PROS LOVED SCHAEFFER.
EVERYDAY DRIVERS WALKED PAST IT.

Schaeffer makes high-performance oils and additives that pros swear by.
But at independent auto retailers, shelf space and program exposure are brutally competitive — and everyday shoppers had no reason to pick the pro brand.

Schaeffer asked Phoenix to change that: win the everyday driver without losing the pro.

02 — THE IDEA

MAKE SCHAEFFER THE
TICKET TO FALL

The insight: everyday drivers don’t buy specs—they buy getting to the hunt, the water, the campsite without breaking down. Schaeffer is the difference between “we went” and “we tried to go.”

So Phoenix built Season Sweeps: a fall campaign wrapped in nostalgic outdoor Americana, with an instant-win game and Grand Prize sweepstakes as the hook—one idea that could carry every Schaeffer product line through the season.

03 — HOW IT WORKED

SCAN. SPIN. BUY.

Follow one shopper through the program—from spotting a poster to standing in front of the product.

1 · YOU SEE IT

Posters, counter mats and shelf talkers at the register tease the prizes. A big QR code says: scan to play.

2 · YOU PLAY

The QR opens a spin-to-win game. A short form, clear rules, and a reason to come back: a new chance to win every day.

3 · YOU BUY

All of it happens next to the shelf—so the brand that just gave you a prize is the bottle in front of you.

04 — WHAT PHOENIX BUILT

EVERYTHING FROM THE INSIGHT TO THE
IN-STORE KIT

  • Shopper strategy & journey mapping
  • Landing page + instant-win game
  • Activation kits for 600+ field reps
  • Campaign creative — POP, social, banners, email
  • Sweepstakes management & prize fulfillment
  • Paid media + performance dashboards
One system, built for independent retail realities: simple for reps to sell in, easy for stores to run, measurable season after season.
Our retailers look forward to it each year; they appreciate the support we do
for their stores and the customers that buy from there.
— DAWN CROSS, BRANDING & MARKETING DIRECTOR, SCHAEFFER MFG. COMPANY

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THE TAKEAWAY

A SHARP INSIGHT,
PACKAGED TO
ACTUALLY RUN AT
RETAIL

Phoenix delivered more than ads—we built a field-ready shopper system:
insight-driven strategy, a scalable creative kit, vendor orchestration, and
dashboard reporting for readouts and iteration.

Built for independents and a 600+-rep network, the program made sell-in simple and store execution visible—now an annual fixture of Schaeffer’s fall season.

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