Scolmore Group has kicked off a major World Cup‑themed promotion designed to reward electricians and installers during one of the biggest sporting moments of the year. The campaign – aptly titled “It’s Coming Gnome” – brings a playful twist to tournament season, putting installers at the centre of the action with weekly giveaways and two headline prizes of £5,000 holiday vouchers.
A campaign built for installers
At the heart of the promotion is Scolmore Group’s new football‑themed gnome mascot, who will appear across point‑of‑sale displays, digital assets and trade advertising throughout the tournament. The character will also make in‑branch appearances at electrical wholesalers, as well as at industry events, helping to spark conversation and inject some light‑hearted fun into the electrical trade.
The concept has been designed to bring the excitement of the World Cup into the workplace while supporting wholesalers with a high‑visibility campaign that drives engagement and footfall.
How installers can get involved
The ‘It’s Coming Gnome’ promotion will be running throughout the duration of the football tournament which takes place from Thursday, 11th June to Sunday 19th July. Installers can enter from Monday, 8th June, and taking part couldn’t be easier. They simply need to purchase any product from across the Scolmore Group brands – Click, Elucian, Ovia, ESP and Unicrimp and upload each proof of purchase to the dedicated campaign website to generate entries into both the weekly prize draws and the grand prize draw.
Prizes include:
- Two £5,000 holiday vouchers
- Over 300 weekly prizes, including:
- Greggs and Amazon vouchers
- Scolmore Group branded fridges
- Football T‑shirts
- Company branded T‑shirts
- Elucian stools
- Bucket hats
Early giveaways to build excitement
Installers can also get in on the action early, with electrical wholesalers receiving branded footballs and limited‑edition teddy bears supplied by Scolmore Group as part of the promotion. These giveaways will be available in branches from the week commencing 5th May, giving wholesalers a fun, high‑impact way to start conversations, reward loyal customers and build anticipation ahead of the full campaign launch.
Commenting on the launch Katie Plumstead, Group Marketing Manager with Scolmore Group, said: ” The World Cup is a moment that brings people together, and we wanted to channel that energy into something that genuinely rewards the installer community. ‘It’s Coming Gnome’ is designed to be fun, memorable and easy to take part in, while also supporting our wholesale partners with a campaign that drives real engagement. We can’t wait to see installers get involved and enjoy the excitement.”
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