Metro Cash And Carry DM BINGO ROYAL by Proximity BBDO Brussels

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market Belgium
Agency Proximity BBDO Brussels
Released October 2010

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Product/Service: WHOLESALER
Date of First Appearance: Dec 17 2010
Entrant Company: PROXIMITY BBDO, Brussels, BELGIUM
Entry URL:
: Proximity BBDO Team (Proximity BBDO)
Media placement: Website - Online - 17 December 2010
Media placement: Email - Email - 17 December 2010
Describe the brief/objective of the direct campaign.
Makro, a Belgian wholesale chain with about 1.5 million active clients, wanted us to create a Christmas e-card.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
An e-card? How about an activating, funny and festive Christmas contest? Makro Bingo Royal was born.
Every year on Christmas Eve, Belgium’s King Albert’s annual Christmas speech is aired on TV. Most people watch it, even though they find it quite boring.
To make this year’s speech more entertaining, we created an online bingo game: Makro Bingo Royal. Participants had to predict 16 words that would occur in the king’s speech. The main prize: a royal visit to the Makro store, where the winners received a shopping cart filled with official court suppliers’ products. Furthermore, participants could win princely discounts.
Explain why the creative execution was relevant to the product or service.
Makro implements a consistent strategy of original actions that respond to a top of mind topic. It ensures that Makro enjoys a lot of free publicity, even abroad.
Current events are always a key element in Makro campaigns. The retailer knows the value of a good teasing phase and uses it in an appropriate way.
Makro is applying this strategy for three years know. The best proof that it works well.
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.
* 38.903 participants in one week
* King Albert forbade Makro to use his full name and face, which only generated more press attention.
* Television, radio, papers and blogs, nationally and internationally, picked up on it.
* People had fun watching the Christmas speech.