Category: Retail & E-Commerce, including Restaurants
Advertiser: METRO GROUP FUTURE STORE INITIATIVE
Product/Service: SELF SERVICE CHECK OUT
Agency: OGILVY GERMANY
Executive Creative Director: Thomas Schwarz (Ogilvy Germany)
Creative Director/Copywriter: Tobias Schelo (Ogilvy Germany)
Creative Director: Martin Nigl (Ogilvy Germany)
Art Director: Oliver Micklitz (Ogilvy Germany)
Copywriter: Robin Kaboth (Ogilvy Germany)
Client Service Director: Petra S. Koch (Ogilvy Germany)
Copywriter: Michael Walmsley (Ogilvy Germany)
Screen Design/Sound Design/Composer: Claudio Pagonis (Tinseltown Music)
Media placement: Promotion - Real Futurestore - 24. January 2012
Describe the brief/objective of the direct campaign.
The self-serve checkout: a quick self-scan and easy payment. Ingenious, in a way. But not everybody is able to warm to this new kind of technology. Some shoppers feel quite uncomfortable with the new technology.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The task was to get about 20% more shoppers to the self-serve checkouts.
To do so, we turned the rather boring procedure of paying into a surprising experience. With music! With every product that is scanned at the self-serve checkout, a chord from a melody is played. That’s how every purchase – product by product – creates its very own individual song. And this song can be downloaded onto your mobile phone. During the promotion period, the self-serve checkouts were used significantly more often than before.
Explain why the creative execution was relevant to the product or service.
Music and the playful interaction with music seem to appeal to the shoppers. It overcomes their concerns about the new technology. The shoppers were positively surprised and curious. So Real Supermarket was seen as a modern retailer with a human touch.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During the promotion period the use of self-serve checkouts was considerably above expectations: more than 35 %.