Insinuante Promo, Case study APPLIANCES BY THE POUND by F3 Communicacao, Propeg

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APPLIANCES BY THE POUND

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Industry Household maintenance & pet products
Media Promo & PR, Case study
Market Brazil
Agency F3 Communicacao
Agency Propeg
Creative Director Edson Rosa, Emerson Braga
Art Director Cristobal Fraga
Released February 2012

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: INSINUANTE STORES
Product/Service: SALES OF APPLIANCES
Agency: PROPEG
Agency: F3 COMMUNICACAO
President: Fernando Barros (Propeg)
Vice President of Retail: Carlos Pereira (Propeg)
Director of Integration: Vitor Barros (Propeg)
Vice President of Creation: Ana Luisa Almeida (Propeg)
Creative Director: Emerson Braga (Propeg)
Creative Director: Edson Rosa (Propeg)
Operations Manager: Renata Matos (Propeg)
Account Manager: Sheyla Rocha (Propeg)
Media Manager: Maria Jose (Propeg)
Director of Planning: Melina Romariz (Propeg)
Planning Manager: Mylene Alvez (Propeg)
Art Director: Cristobal Fraga (Propeg)
Production Manager: Jose Oliveira (Propeg)
Account Executive: Raphaelly Farini (Propeg)
Production Assistant: Paulo Pinto (Propeg)
Account Assistant: Gilmara Santos (Propeg)
Membership Director: John Oliveira (Nove90)
Actor: Dado Ferreira (Free Lancer)
Membership Director: Dito Martins (Elos Studios)
Membership Director: Flavio Morgade (Elos Studios)
Media placement: AMBIENT - MARKET STREET - 11 JANUARY 2012
Media placement: AMBIENT - MARKET STREET - 13 JANUARY 2012
Media placement: AMBIENT - MARKET STREET - 15 JANUARY 2012
Media placement: AMBIENT - MARKET STREET - 06 FEBRUARY 2012

Summary of the Campaign
The Problem:
Insinuante is the second largest appliances retail network in Brazil, with 900 stores in 315 cities. Several of these cities are small with about 50,000 people. A cultural detail about these places is that every week there is 'market day' where everybody buys meat, fruits, vegetables and food in general. The problem is that in some of these cities Insinuante’s store is far away from where 'market day' happens, which contributes to a decrease in sales.

Challenge:
Create an action that called attention to Insinuante’s stores on market days. The action should increase sales during these days.

Idea:
Sell appliances as tomatoes are sold: by the pound.

Strategy:
First we chose some of the most searched products in the store. Then we divided the weight of the product by its price. This mathematical operation gave us the value per pound of the appliance. in this way, a refrigerator, for example, was cheaper than a pound of meat. We assembled a typical market shop with real sellers to sell our products. To benefit from the promotion the customer only had to take the product’s flyer to the local Insinuante store no later than 7:00pm that day.

Results:
In the cities where the action took place appliances sales went up 35%. The action was such a success that it became part of the brand’s promotional calendar.

The Situation
Insinuante is the second largest appliances retail network in Brazil, with 900 stores in 315 cities. Several of these cities are small with about 50,000 people. A cultural detail about these places is that every week there is the 'maket day' where everybody buys meat, fruits, vegetables and food in general. The problem is that in some of these cities Insinuante’s store is far away from where 'arket day' happens, which contributes to a decrease in sales.

The Goal
The challenge was to create an action that called attention to Insinuante’s store during market days. The action should increase sales volume during these days. The budget for the action was only 8 thousand euros per city.

The Strategy
Idea:
Sell appliances as tomatoes are sold: by the pound.

Strategy:
First we chose some of the most searched products in the store. Then we divided the weight of the product by its price. This mathematical operation gave us the value per pound of the appliance. In this way, a refrigerator, for example, was cheaper than a pound of meat.

In order to sell the products during the action we set up a typical market stand in strategic points with real sellers. The stand did not actually sell the products because the main objective was lead traffic to the store that was far away from there. In order to benefit from the promotion all the client had to was take the product flyer and present it at Insinuante’s store until 7:00 p.m. that day.

Execution
We assembled a typical market shop with real sellers to sell our products. To benefit from the promotion, the customer only had to take the product’s flyer to the local Insinuante store no later than 7:00pm that day.

Documented Results
In the cities where the action took place there was a 55% increase in traffic to the store during market days. Home appliances represented a 35% increase. The furniture segment, where the client has the largest profit, had a 22% sales increase. Research made by the agency showed that 82% of the interviewed customers had the clear perception of low prices with the products of the action. Its important to keep note that with the “appliances by the pound” idea we didn’t have to reduce or give any discount on the products. The success was so big that in 2012 the action will be done in 112 more cities becoming part of the brand’s annual investment.