Makro - Operation Free Petrol

Makro was Belgium's least known retailer and had an out-dated image. It wanted to generate a traffic increase in its stores of 10% and a sales increase of 5%.

Makro - Operation Free Petrol

Agency name: VVL, Proximity, & Navajo / BBDO Client name: Makro Category: Integrated communication

BACKGROUND

BRIEFING

Of all the national retailers, Makro is the least known (79%). They also have an old-fashioned image which is not clearly profiled.

Within the context of increasing energy prices, loss of buying power, stock exchanges collapsing like a house of cards, and little consumer confidence left; purchasing decisions were being postponed.

It was exactly against this background that Makro wished to boost its brand, and project itself away from the traditional retail communication clutter....

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