Migros: Love Receipts

Credits & Description:

Category: Food
Media: Experiential/ case study
Brand: Migros
Original Title: Aşk Tam Bana Göre
Agency: Oliver
Geo: Turkey
Advertising Agency: OLIVER, Istanbul, Turkey
Brand Team:
Marketing Communication Group Manager: Kenan Or
Media Management Manager: Ali Conker
Media Management Specialist: Merve İnci

Agency: OLIVER Istanbul
Creative Director: Neslihan Besen
Copywriter: Utku Sobay
Art Directors: Eren Tolga, Levent Göksu Özsaygı
Published: February 2017
Synopsis:
How Love Receipts turned the tiniest, most ignored piece of retail POS into a romantic game changer
Valentine’s Day is always overloaded with all those hearts, flowers, chocolates and that little dude with his bow and arrows everywhere.

So this year we thought we’d change the rules of love for our Migros Loyalty Card ( Money Club Card) customers. And surprise them in a way they’d never expect. 

Using the one tiny retail item we always receive, but never pay attention to.

The humble cash receipt.

Creative

We designed Love Receipts, a tailor-made Valentine’s campaign called ‘Aşk Tam Bana Göre’. 

Love Receipts allowed Migros customers to write personalised romantic messages that would magically appear on the bottom of their Valentine’s Day sales receipts.

At the moment they went shopping in Migros on the big day with their partner. All they had to do was send it to us along with their Money Club Card number, which was the key to the whole programme. Then we backed it up by a special ‘Aşk Tam Bana Göre’ Instagram page to encourage social engagement.
Results When Migros customers discovered the secret romantic messages on their Love Receipts, it gave them an amazing surprise and also made them feel incredibly special in our world. We also gave away100 pairs of cinema tickets to couples who shared their Love Receipts on Instagram #AşkTamBanaGöre.
Over 6500 Valentine’s Day Love Receipts were printed, generating over 5 million engagements in 48 hours and increasing sales by 1.6 per cent over the previous Valentine’s Day. Even more enjoyably, we also initiated a completely novel way of proposing marriage, which was taken up by no less than three different customers!