Campaign details

Brand: BIPA
Agency: Heimat Wien - HMT Marketing GmbH
Country: AUSTRIA

Marketing context

For years, the Austrian market has been dominated by mega promotions, gaga discounts and monster-sized packages. Consumers therefore found themselves in the middle of a constant promotional price war. BIPA countered with a permanent pricing program – the BIPA "Dauerpreis": more than 15,000 articles were discounted at once – and permanently.

Campaign planning

The goal was simple: to create as much buzz as possible by attempting to break a world record. The campaign consisted of three phases building on each other: teaser phase, live attempt and halo phase trying to involve as many channels as possible – to multiply the buzz generated. Therefore we used TV, In-store Radio, Facebook, YouTube, Instagram and Display Banner.

Marketing and media strategy