K-Plussa: Student's K-Plussa

Kesko, the second largest retailer in Finland, wanted to increase the popularity of its loyalty programme for students, Student K-Plussa, in Finland.

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...

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