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....