HOME IS WHERE WE ARE by UM for Homecenter

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HOME IS WHERE WE ARE

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Colombia
Agency UM
Creative Director Francisco Jose Galan Ribeiro
Released September 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: HOMECENTER
Product/Service: DEPARTMENT STORE
Date of First Appearance: Sep 7 2009 12:00AM
Entrant Company: UM COLOMBIA, Bogotá, COLOMBIA
Creative Director: Francisco Galan
Director BTL: Manuel Bonilla
Account Director: Marcela Molina
Strategic Planning Director: Mario Mejia
Account Executive: Cesar Montoya (Makers)
Media placement: BTL Campaign - MAKERS - 07/09/2009

Results and Effectiveness
• During a month of activity we reached 9,750 people who lived near the area of the store. • We generated sales and direct contacts between the store and its neighbouring customers. • The customer traffic to the store remained stable during the remodelling month, people constantly inquired about the furniture that was displayed in the activity and the free courses that were offered.

Creative Execution
During the store remodelling we decided to visit the clients closest to our area in their own homes. For this purpose we took some of the pictures from the store catalogue and brought them to life in the lobby of each of the buildings, creating spaces that changed the residents’ everyday routine by placing a kitchen, a bathroom, or a bedroom in a place that was usually only a reception area along with the following campaign message: “We are remodelling… why don’t you?” At these stages, we combined real elements from the store with their corresponding code and price, which allowed us to collect a wide database of our customers and make pre-sales. Additionally, to promote loyalty to the brand we invited people to take free courses that dealt with topics related to home maintenance and store products (gardening, crafts, repairs, etc).

Insights, Strategy & the Idea
HOMECENTER is a department store, which specialises in home-related products. In September 2009, HOMECENTER decided to remodel one of their most visited stores. This remodelling would bring along inconvenient situations such as loud noises, dust, chaos and an uncomfortable environment for the customers, reducing the traffic to the store and therefore the sales during that period. In addition, one of our direct competitors opened a new store in front of us, making our position even more difficult. What could we do to avoid this reduction in traffic and sales, and encourage people to choose us over the competition?