Metro Cash And Carry DM SPEED CAMERA 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: Oct 6 2010
Entrant Company: PROXIMITY BBDO, Brussels, BELGIUM
Entry URL:
: Proximity BBDO Team (Proximity BBDO)
Media placement: Radio - Radio - 6 October 2010
Media placement: Website - Online - 6 October 2010
Media placement: New Media - Twitter - 6 October 2010
Media placement: POS - POS - 6 October 2010
Media placement: Mobile Speed Cameras - Guerilla - 6 October 2010
Media placement: Billboards - Outdoor - 6 October 2010
Describe the brief/objective of the direct campaign.
Makro, a Belgian wholesale chain with about 1.5 million active clients, wanted a campaign to raise traffic. To avoid the usual retail clutter, the campaign had to be eye-catching with a social touch.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To create buzz we took a controversial approach to road safety: you get flashed if you’re NOT speeding.
We installed the easily recognisable Makro Speed Camera with a warning sign. Only drivers who were not speeding, were photographed. In store, the drivers could print their speeding ticket: a discount coupon with an extra chance to win a year of free fuel or traffic related prizes.
The campaign was announced with 650.000 folders, a website, Twitter, billboards and radio commercials that sounded like traffic announcements. Through the campaign website and on Twitter people could constantly follow where the mobile cameras were located.
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.
* 13.000 drivers were photographed by our speedcams.
* Half of them collected their speeding ticket.
* More than 100.000 unique visitors checked out the campaign site.
* The campaign received press coverage nationwide. One paper even interviewed a police chief, who was dissatisfied with the fact that Makro used speeding for commercial purposes.