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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Italy
Director Marco Deaguilar
Creative Director Andrea Ruggeri
Art Director Eugenio Debegnak
Copywriter Zeus Ferrari
Released June 2009

Credits & Description

Category: Best Use of TV & Radio in a Promotional Campaign
Product/Service: AGE DISCOUNT
Date of First Appearance: Jun 2 2009 12:00AM
Entrant Company: JACK BLUTHARSKY, Bologna, ITALY
Director: Marco DeAguilar (The Family)
Creative Director: Andrea Ruggeri (Jack Blutharsky Group)
Account Director: Gabriella Poggi (Jack Blutharsky Group)
Art Director: Eugenio Debegnak (Jack Blutharsky Group)
Copywriter: Zeus Ferrari (Jack Blutharsky Group)
Communication Manager: Mariangela DeBonis (Avanzi Holding)
Executive Producer: Stefano Quaglia (The Family)
Media placement: TV Campaign - RAI, Mediaset - 2 June 2009

Describe the objective of the promotion.
Our aim was, on the one hand, to attract Ottica Avanzi competitors' customers, focusing on 40-60 year old men and women wearing spectacles. People of this target are generally very faithful to their independent optical shop (not chains), that cover about 80% of the Italian optical market. On the other hand, we also aimed to increase spectacles sales by Avanzi customers belonging to this target. In this way, we also tried to strengthen both Avanzi awareness and spectacles sales.

Describe how the promotion developed from concept to implementation

To reach our goal we used the Age Discount: the discount on spectacles equal to your age, a strong and original promotion, distinctive and gratifying to the chosen target. For example, if you are 70, you have a 70% discount on the frame if you buy spectacles completed with anti-reflection lenses. Then we created a TV commercial, from which, we promoted a wide range of instore materials. The language we chose was new and ironic, not merely linked to the economic benefits of the discount, in order to make Avanzi different in a better way compared to its competitors.

Describe the success of the promotion with both client and consumer including some quantifiable results
Before airing, the commercial was tested and the copy scored Top 20% of all ADV pretest run in Italy (offline) with modelled recall. Compared to the results obtained in the same period 2008, the campaign brought an increase of 10% in store traffic, 15% in orders and 10% in sales of spectacles , 376% in greenline calls and 116% in website visitors. Thanks to these results, in a situation of general decrease of the entire optical sector, our client has decided to gave us an extra bonus.

Explain why the method of promotion was most relevant to the product or service
Avanzi is very interested in its customers social and economic needs, then it tailors special offers to satisfy them. In the case of Age Discount, the chosen target includes also retired people, who are generally interested in low prices and favourable conditions. Moreover, the promotion is really appealing as it gives them an immediate discount, which can be very high, up to 100%. Finally, since the discount on spectacles presumes you have bought anti-reflection lenses, the turnover has been very high.