Makro: Operation Free Petrol

Proximity BBDO

ENTRY INFORMATION

Category: Retail/Direct Sales
Country where program ran: Belgium
Date program started/ended: 24th September - 4th November 2008

Product Description: MAKRO is a Cash & Carry Retail Chain

Advertiser/Client Name: Makro
Media Channels: Direct Mail
Email
Insert
Print
TV/Video/Radio
Web Advertising
Web Development
Other
Website: http://awards.microsite.be/freepetrol

STRATEGY

Marketplace Challenge:

When crisis is all over the news, the time's right to tell a fairy tale. The context: energy prices going up, declining purchasing power and the stock exchange market hitting rock-bottom. Consumers have no faith, purchase decisions are delayed. In that context, Makro briefed us to increase both the ticket size and repetitive visits - and at the same time attract new customers. Since the Makro advertising budget is but a fraction from what it's main competitors (Carrefour, Delhaize) spend, the communication needs to be out of the box and innovative; it needs to stand out from the classical retail clutter.