Scolmore Group has kicked off a major World Cup themed promotion designed to reward electricians and installers during the upcoming tournament this summer.
The campaign – titled “It’s Coming Gnome” – is designed to bring a playful twist to the tournament, offering installers 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, which 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 2026 World Cup, which takes place from Thursday 11 June to Sunday 19 July. Installers can enter from Monday 8 June, and to enter, you 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, and 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
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 5 May, and they are designed to give 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, says, “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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