Jumbo Promo STREET ORGAN by FHV BBDO Amsterdam

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STREET ORGAN

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Industry Supermarkets
Media Promo & PR
Market Netherlands
Agency FHV BBDO Amsterdam
Executive Creative Director Martin Cornelissen, Mark-Marcel Müller
Released March 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: JUMBO
Product/Service: SUPERMARKET
Agency: FHV BBDO
Date of First Appearance: Mar 9 2011
Entrant Company: FHV BBDO, Amsterdam, THE NETHERLANDS
Executive Creative Director: Mark Muller (FHV BBDO)
Executive Creative Director: Martin Cornelissen (FHV BBDO)
Account Director: Jeroen Natrop (FHV BBDO)
Account Manager: Saskia Handgraaf (FHV BBDO)
Production Manager: Marcel Kremer (FHV BBDO)
Music Producer/ songwriter: Pieter van Schooten (Pieter van Schooten)
Organ builder: Ruud Brienen (Brienen Draaiorgels)
Media placement: Guerilla - Westerstraat, Amsterdam - 09-03-2011

Describe the objective of the promotion.
The family owned supermarket chain Jumbo is in the process of expanding their business. In 2011 they want to open 200 new supermarkets, including 1 in Amsterdam. Amsterdam was of great strategic importance, as Albert Heijn (Ahold) dominates the market in this city.
Jumbo asked us to come up with an idea to communicate the opening of Jumbo's first supermarket in Amsterdam.
The objective was particularly hard, as we did not have the media budget for traditional campaign. We therefore had to come up with an idea that would trigger the consumer to embrace the supermarket in their hearts and minds.

Describe how the promotion developed from concept to implementation.
Amsterdam is famous for its classic street barrel organs which play the famous 'Amsterdam' songs.
Everyone who grew up in Amsterdam will fondly remember the street organ and begging their parents for small change to give to the organ player. This is a tradition that is still being upheld.
We decided to take advantage of this tradition and hand-built a Jumbo street barrel organ. The street organ was Jumbo’s Trojan horse to break into Amsterdam.
Unlike the traditional street organ, Jumbo's organ actually gave out coins, instead of receiving them from people in the streets.

Explain why the method of promotion was most relevant to the product or service.
The coins that were handed out by the Jumbo street organ were special Jumbo coins which granted all visitors discounts on products in the new Jumbo supermarket.

The Jumbo street organ was also a great medium to showcase Jumbo's assortment of products, and we decorated the organ with the different products available at Jumbo supermarkets. We even built 3 replicas of actual Jumbo employees which replaced the sculptured characters on the organ front.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion led to 12% extra shop-traffic. The organ generated free media worth an estimated € 100,000 both on- and offline.
Jumbo, in turn, has become a very welcome newcomer in Amsterdam.
The organ is still in use and continues to cruise the streets and along the canals of Amsterdam.