Makro: 7 PERCENT

Credits & Description:

Category: Traffic & Brand Building
Advertiser: MAKRO
Product/Service: WHOLESALE CHAIN
Agency: PROXIMITY BBDO
Date of First Appearance: Apr 29 2009 12:00AM
Entrant Company: PROXIMITY BBDO, Brussels, BELGIUM
Entry URL: http://awards.microsite.be/Makro/7Percent
: Proximity BBDO Team
Media placement: Bannering Teasing - Online - 27 April 2009
Media placement: Print Teasing - Newspapers - 30 April 2009
Media placement: Bannering Reveal - Online - 4 May 2009
Media placement: Print Reveal - Newspapers - 4 May 2009
Media placement: Print Reveal - Outdoor - 4 May 2009
Media placement: Website - Online - 27 April 2009
Media placement: Street Tagging - Guerilla - 27 April 2009
Media placement: Direct Mail - Direct Mail - 27 April 2009
Describe the brief/objective of the direct campaign.
Makro, a wholesale chain in Belgium, asked for a promotional campaign with three clear objectives:1. Raise traffic.2. Increase the ticket size.3. Stay away from the typical retail clutter (and go top-topical if possible)We chose a teasing approach, focusing on today's crisis and the trouble in the banking world.
Explain why the creative execution was relevant to the product or service.
During the campaign, Makro gave away coupons that gave you a 7% discount on your entire amount spent at Makro. Or to put it in a bank way of speaking: all the money you deposit at Makro’s gives you a 7% interest rate. Furthermore, you could make an attempt at cracking the code in-store, again allowing you to win 7777, 77 euro.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
During of the financial crisis, the streets were filled with posters where Belgian banks tried to seduce consumers with a screaming out 4%. We launched a teasing campaign in the same graphic style saying: 7% for all customers, everybody assumed it was a bank.On the site www.7procent.be, visitors could crack a safe and win 7777,77 euro. If they left their email addresses, they would be the first to know what the 7% action was about. An MGM mechanism multiplied the number of visitors.After two weeks, we revealed it was all about a discount at the Makro hypermarkets.
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.
* On Belgian financial forums, people started to speculate about which bank was behind the 7%.* JEP (Belgian Commitee for Ethical Advertising) received an official complaint from a financial institution because no bank could legally offer 7%.* Makro was interviewed on national radio and newspaper for the unexpected use of traditional media* 130.000 people made an attempt at cracking the vault online. 54.000 tried to crack it instore.* During the action period, Makro's return exceeded the campaign forecast with 7 million euro(+16%).* 54% of the visitors who received reduction coupons, came back to use them!