Coop Italia: Eco Radio ad
Y&R Italy Milan
Advertiser: Coop ItaliaBrand: Coop ItaliaCountry: Italy
Objectives
The campaign's main objective was to raise awareness of the environmental responsibility that distinguishes the company from the other main competitors. In a world where supermarkets are falling into an area where only price competition matters, Coop needed something more to distance it from 'merely' selling. The company also needed to strengthen its awareness among the younger clients, hence required a solution that would attract that target while effectively communicating its eco-friendly aspect.
Strategy
The client's brief was to raise...