Заголовок | Brek Tack |
Агентство | Havas London |
Кампания | Creatures - The Co-operative Group |
Рекламодатель | The Co-operative Group |
Бренд | Co-Op |
Posted | Август 2004 |
Бизнес сектор | Универсальные магазины, супермаркеты |
Слоган | We Go Further So You Don't Have To |
философия | This paper disproves the theory that, in the retail sector, promotion-led campaigns are more effective in generating incremental revenue than brand-led campaigns. |
Результат | The Co-op Creatures campaign created genuine warmth for a brand which, against the grocery retail giants, had the disadvantages of unmodernised stores and few newsworthy messages. This translated directly into revenue: between its launch in July 2000 and the end of 2003, on a spend of just £16m, the campaign added £166m directly to the Co-ops turnover, and helped turn the Co-op into the UKs No.1 convenience retailer. |
Тип медиа | Телевидение и кино |
Длина | |
Рынок | United Kingdom |
Креативный директор | Dave Stansfield |
Креативный директор | Phil Wilce |
Планировщик счета | Alice Schaffer |
Менеджер по рекламе | Ged Carter |
Board Planner | Alice Schaffer |