EFFIE AWARDS UKRAINE 2009 gave Silpo bronze in Retail category for advertising campaign Price of the Week – promotion of regular discounts in Silpo.
The campaign started in April and lasted until September. Thanks to the advertising campaign penetration share of promotional goods increased from 55% to 80%.
Dmytro Tsygankov, Marketing Director, Silpo: “One of our objectives for creative agency was to highlight Silpo offer among similar competitors’ offerings, and to shape the chain’s image as the one where consumer can always find advantageous prices for the most popular goods. Along with this communication should bring positive emotions even within the price non-sensitive audience. One of the real difficulties was production of creative TVCs on weekly basis.”
Creative idea of the campaign was a tag line “This week everything is possible!”. Heroes of the reels were products, which alive on screen – start talk, sing, dance. Vivid animation was used to deliver the idea with a smile. 42 original plots were developed for 23 weeks of the campaign roll out. Outdoor supported the TV messages.
Women of 25-55 year old with middle and lower middle income were the core TA of the campaign. Campaign objective was to deliver information on regular promotion Price of the week and accustom them to offer change on weekly basis. For other audiences the target was to tell about Silpo promotional offerings in entertaining manner and make them smile.
Price of the Week promotion was launched in October 2008. With this promo Silpo offers discounts for popular products on weekly basis. The ad campaign not only helped to increase effectiveness of the promo but also attracted attention to Silpo, entertained customers thanks to its creative strategy.
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