Campaign details
Brand: K-PlussaBrand owner: K-PlussaEntrant company: Parcero, TurkuMedia: Kesko, Helsinki / Troot Finland Oy, HelsinkiMarket: FinlandSector: Supermarkets & grocery storesMedia channels: Mobile & apps, Online video, Sales promotion, Social mediaBudget: Up to 500k
Executive summary
Customer loyalty programs of the two major retailers in Finland, K-Plussa and S-Bonus, are exceptionally popular: 3.6 million people, or 65 % of all citizens are subscribed to at least one program.
But among college students the programs are almost non-existent: very few have joined the program and the...