Category: Retail (Incl. Restaurants)
Advertiser: A.S.ADVENTURE
Product/Service: REOPENING A.S.ADVENTURE STORE
Agency: HEAD OFFICE
Creative Director: Adriaan van Looy (Head Office)
Editorial Manager: Elisabeth Vanhoutte (Head Office)
Copywriter: Jan van de Poel (Head Office)
Graphic Designer: Olivier Verbeke (Head Office)
Graphic Designer: Alessandro Segatta (Head Office)
Media placement: Direct Mail - Head Office - 23/09/2011
Media placement: Activation/stunt In Store - Head Office - 23/09/2011
Describe the objective of the promotion.
A.S.Adventure is the leading outdoor chain in Belgium with over 30 specialized City, Run, Bike and Snow stores. On 23 September 2011, the A.S.Adventure store in Zaventem reopened after 2 months of renovation. A.S.Adventure wanted to announce this reopening to a well-targeted audience in the Zaventem area to increase traffic to the store and communicate the re-launch promotions.
Describe how the promotion developed from concept to implementation.
People who live close to the airport are more likely to be frequent flyers. So we moved the check-in from Brussels National airport to the A.S.Adventure store: ‘Boarding A.S.Adventure Zaventem, exit destination of your choice’. We sent out 20,000 mail shots that would certainly get travel-minded people’s attention: An in-store competition with a chance to win an airplane ticket for 2 to a destination of choice anywhere in the world,1 hour’s worth tax-free shopping (-21 %),Teaser sales promotions on trolleys and urban clothing.
Explain why the method of promotion was most relevant to the product or service.
To win the aeroplane ticket for 2, the contestants had to prove they were well worthy of earning a prize for world travellers. We set up several aeroplane seats inside the shop window. People who managed to remain seated in their chair for 3 hours without interruption were officially in the running for a flight to anywhere in the world. To get them accustomed to the idea, all successful contestants would enjoy 1 hour’s worth of tax-free shopping (-21 %).
Describe the success of the promotion with both client and consumer including some quantifiable results.
The benefits for the A.S.Adventure store rose above all expectations. In the 9 weeks following the campaign launch: The Zaventem store went straight to No. 1 in the ranking of best-selling A.S.Adventure Stores. This was an absolute first. The store maintained its pole position for 9 weeks straight. The store turnover outnumbered the national average by +250%. Customers spent +122% more compared to the national average, Store footfall increased by +201%, The competition concluded after three weekends. 41 people managed to pull off the seat challenge, mostly in oven-like conditions of 32° C.