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Asda: The mom complex
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by Asda, the supermarket chain in the UK owned by Walmart, that identified and helped mothers' pain points in order to increase sales.
This case study describes a campaign by Asda, the supermarket chain in the UK owned by Walmart, that identified and helped mothers' pain points in order to increase sales. Mothers had been identified as the company's key target for growth. This case study describes the research undertaken which included an app to record activities throughout mothers' days, 'opinion parties' - a type of relaxed focus group, and validation through a national survey. This approach allowed the pain points of mothers to be fully understood, and practical solutions created. Innovations included a new shopping cart design for new parents, a new 'meal aisle', and a range of children's ready meals. These innovations have contributed to a 0.5% increase in same-store sales, compared to the near 1% decline reported by the market leader.
Programa Pão de Açúcar Mais: Birthday messages - The app that became a book
Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2013
This case study describes how Pao de Acucar Mais, the premium supermarket chain in Brazil, built on its existing customer loyalty program with a birthday message.
This case study describes how Pao de Acucar Mais, the premium supermarket chain in Brazil, built on its existing customer loyalty program with a birthday message. Different approaches were used for different customers, with more high profile people receiving birthday gifts through direct mail. For other customers a digital solution was created: an app that amalgamated the birthday wishes written to them on Facebook into a PDF. Some customers were selected to receive a surprise printed version of the PDF delivered to their home. So far, 15,000 PDFs have been created and 7,500 printed versions delivered to people. The brand has also increased the number of 'likes' on Facebook.
Pão de Açúcar: Fortune cookie - the birthday card that changed lives
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes how Pão de Açúcar, the premium supermarket chain in Brazil, built on its existing customer loyalty program with a birthday message.
This case study describes how Pão de Açúcar, the premium supermarket chain in Brazil, built on its existing customer loyalty program with a birthday message. In order to impress high profile consumers who already 'had it all', a gift that benefited the people who made it was chosen. Customers received a direct mailing that asked them if they would like a paper fortune cookie made by homeless people, and included details for a website. The website featured videos about the making of the cookies and reinforced the brand's message of being 'a happy people's place'.
P&G In-Store Operations: Tablet marketing campaign
Tricia Elamparo, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Procter & Gamble (P&G), the FMCG company, combined its concept of 'the first moment of truth' with the deployment of connected devices and in-store marketers to highlight product benefits in the Philippines.
This case study describes how Procter & Gamble (P&G), the FMCG company, combined its concept of 'the first moment of truth' with the deployment of connected devices and in-store marketers to highlight product benefits in the Philippines. 'The first moment of truth' concept is the idea that the in-store experience of the consumer is the most important step on the path the purchase. Therefore this campaign sought to maximise P&G's impact at this stage by placing large numbers of marketers in-store to promote brands. To keep up with changing consumer behaviour an app was developed for tablets that the marketers could use to engage consumers, provide information and increase sales. A general app for ambassadors was developed along with an app specific to Pantene, P&G's shampoo brand. As a result of the campaign Pantene recorded a 32% increase in the basket size of Pantene products. The campaign also helped P&G build a database of shoppers that could later be segmented and targeted with marketing material.
Sam's Club Mobile 3.0: Apps for Android and iPhone
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes how Sam's Club, a US retail warehouse club, developed its mobile strategy in order to engage customers with the brand further.
This case study describes how Sam's Club, a US retail warehouse club, developed its mobile strategy in order to engage customers with the brand further. The brand app was targeted at existing customers who browsed online via mobile devices, and provided functional benefits including membership management, store stock checking, and location based services. The app also allowed customers to scan items in-store and purchase them via mobile. The strategy delivered increases in sales and membership renewals.
Morrisons M Savers: From Basic to Brilliant - The story of the UK's fastest growing grocer
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This campaign repositioned Morrisons Value Own Brand, a low-cost private label line from a UK supermarket chain, by creating a new brand name (M Savers) and promoting this brand's quality and humanity.
This campaign repositioned Morrisons Value Own Brand, a low-cost private label line from a UK supermarket chain, by creating a new brand name (M Savers) and promoting this brand's quality and humanity. This was part of a wider project: a strategic overhaul of the supermarket’s entire own brand offer, and it used the new brand design idea of Closer to Food, emphasising that, unlike rivals, Morrisons manufactures or cultivates most of its own ingredients. As part of the repositioning, packaging was redesigned to feature colourful, hand drawn-style silhouettes of each product, while the range was renamed M Savers to seem more friendly and down to earth. Since the launch, the Morrisons value own brand grew its share of the UK market from 2% to 3.3%. The campaign ROI also reached 7:1 in its first 12 weeks.
Coop Italia: Eco Radio ad
Cannes Creative Lions, Creative Effectiveness Lions, 2013
With this campaign, Co-op Italia raised awareness among younger consumers of the retailer's sense of environmental responsibility and so distinguished itself from competitors focused on price.
With this campaign, Co-op Italia raised awareness among younger consumers of the retailer's sense of environmental responsibility and so distinguished itself from competitors focused on price. It created a radio ad recorded in an organically built and bicycle-powered studio, with the speaker's voice starting at a normal pitch and then becoming lower as the distance he cycled grew. An online video of the project created further interest, culminating in a music concert being picked up by MTV.
Walmart's Receipt Challenge
Effie Worldwide, Silver, North America Effies 2013
This case study shows how Walmart, the American retail chain, became competitive on a local level and converted new and lapsed shoppers to its stores.
This case study shows how Walmart, the American retail chain, became competitive on a local level and converted new and lapsed shoppers to its stores. While Walmart prided itself on its "everyday low prices", other stores were running sales through local media channels, which feel more tangible and immediate and consistent low costs. This led to the creation of the Walmart Receipt Challenge. Real, non-Walmart shoppers brought their receipts from other stores to Walmart and learned how much they could have saved. This form of advertising used local hosts and was distributed as local TV spots. Over the course of this campaign, lapsed shoppers returned to Walmart with increased frequency and higher overall spending.
Kmart: Can you feel it?
Rachel Edwardes and Ken Roberts, Warc Prize for Innovation, Longlisted, 2013
Kmart, the discount general goods retailer, was struggling in the Australian market to convince mums that its goods had the quality and low prices to compete with those of rival chains.
Kmart, the discount general goods retailer, was struggling in the Australian market to convince mums that its goods had the quality and low prices to compete with those of rival chains. This case study describes how the chain used innovative new research techniques to identify which discrete emotions drove consumer decision-making. The insights gained from this research were then used to shape the communications creative developed for a television advertising campaign. In its presentation of the campaign's results, this case study cites data estimating that three million new shoppers were brought into Kmart stores in the first six months of the campaign. Shoppers' perceptions of the brand's price and quality credentials also improved.
Design Business Association, Gold, Design Effectiveness Awards 2013
Marks & Spencer, the UK high-street retailer, wanted to update its in-store Bakery sector. The bakeries had started to feel dated, and had lost the connection with the baking process and bakery staff who, hidden from view, suffered poor morale.
Marks & Spencer, the UK high-street retailer, wanted to update its in-store Bakery sector. The bakeries had started to feel dated, and had lost the connection with the baking process and bakery staff who, hidden from view, suffered poor morale. The brand image redesign wanted to give the bakery a more authentic, artisan look and feel, with the focus on 'freshness not plastic'. To give customers a more inspiring shopping experience, the bakeries were made visible and celebrated the 'theatre' of baking. Display, product, environment, uniforms and staff training were all part of the revamp. Today there are over 100 new concept bakeries, profitability has increased to almost twice that of the average food hall and staff positivity is up to 92%.
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