Intermarche DM REALLY TASTY PRICES by Publicis Conseil Paris

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market France
Agency Publicis Conseil Paris
Creative Director Veronique Sels
Art Director Alexandra Offe, Reza Behnam
Released March 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: RETAIL STORE
Date of First Appearance: Mar 19 2010 12:00AM
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Chief Creative Officer Publicis Conseil: Olivier Altmann (Publicis Conseil)
Creative Director & Project manager: Veronique Sels (Publicis Conseil)
Art Directors: Alexandra Offe, Reza Behnam (Publicis Conseil)
Copywriters: Veronique Sels, Sergio Alonso (Publicis Conseil)
General Manager: Jean-Patrick Chiquiar (Publicis Conseil)
Account Manager: Patrick Benveniste (Publicis Conseil)
Account Executive: Emmanuelle Henry (Publicis Conseil)
Communications Director: Katell Jumel (Intermarché)
Media placement: Promotional Operation - Intermarche Shop In Issy-Les-Moulineaux - 19 To 24 march 2010

Describe the brief/objective of the direct campaign.
The economic recession has made life more and more difficult. At a time when large retailers are spending millions in the battle to say 'I’m the cheapest!', a local supermarket (Intermarché) asked us: 'how can we stand out without spending a fortune?'. 'How can we make people know that we are really the cheapest on a number of essential products like cereals, potatoes, apples, pork chops? How do we create a campaign that doesn’t leave costumers with the impression that we’re throwing their money away?'

Explain why the creative execution was relevant to the product or service.
Directly connected with people’s day-to-day preoccupations, the spontaneously generated buzz around the campaign through client’s word-of-mouth, resulted in an important interest for the brand as well as for the shop. For our client, it was a really tasty campaign budget too :10,000 edible prices = 3,500 euros + an in-store P.O. = 3,500 euros. Total costs = 7,000 euros !!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea: Really Tasty Prices! A totally new shape of promotion: the first prices and receipts, printed with edible ink on edible paper, which can be eaten risk-free. The recipe? Corn and sugar: really tasty indeed… Fun for children. Easier to swallow for their parents.

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.
What are the results at the cash register? + 11% shop attendance. + 21% sales volume at the butcher’s counter. + 17% sales volume in the fruit & vegetables aisle. + 14% sales volume in the cereals aisle. + 19% value volume at the cassier during the communication period. Intermarché plans to extend the P.O. to 18 other Intermarché shops.