RETRO IN STORE by Wiktor Leo Burnett Bratislava for Quatro

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RETRO IN STORE

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Industry Banking & Financial Services
Media Promo & PR
Market Slovakia
Agency Wiktor Leo Burnett Bratislava
Executive Creative Director Peter Kacenka
Creative Director Peter Izo
Art Director Igor Majkut
Released November 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: QUATRO
Product/Service: BUY-IN-INSTALLMENTS FINANCE COMPANY
Agency: WIKTOR LEO BURNETT
Date of First Appearance: Nov 15 2010
Entrant Company: WIKTOR LEO BURNETT, Bratislava, SLOVAK REPUBLIC
Executive Creative Director: Peter Kacenka (Wiktor Leo Burnett)
Creative Director: Peter Izo (Wiktor Leo Burnett)
Senior Copywriter: Matus Svirloch (Wiktor Leo Burnett)
Art Director: Igor Majkut (Wiktor Leo Burnett)
Managing Director: Peter Kontra (Wiktor Leo Burnett)
Account Director: Milan Sitarik (Wiktor Leo Burnett)
Strategy Director: Vlado Lefik (Wiktor Leo Burnett)
Media placement: TV - TV JOJ, Markiza - 01. 12. 2010
Media placement: Print - Magazines, Newspapers - 01. 12. 2010
Media placement: Posters - Shops, Point Of Communication - 01. 12. 2010
Media placement: In Store Instalation - Elektro-World - 06. 12. 2010

Describe the objective of the promotion.
Quatro is a company that allows its customers to easily purchase even holidays on instalments.
The goal of the campaign was to reach customers who save up for new products, change their way of thinking and convince them to buy on installments instead of saving up.

Describe how the promotion developed from concept to implementation.
When you start saving up for something, you can't buy it until much later. That is the idea our campaign is based on: Before you can save up, it is already outdated! The campaign was running in print, TV and supported with special POS materials and installations for Elektro-world store chain - old products offered with our campaign message.

Explain why the method of promotion was most relevant to the product or service.
If you want to buy something new but do not have enough money, you have two options - start saving and buy the product later after you have saved up for it, or buy it on installments and it is yours right now. The campaign was running before the Christmas and consumer electronics are the most popular goods in this time. That is why we focused on being present in the Elektro-world store chain.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign was launched before Christmas and lasted through December 24th. Of all the customers who took the advantage of installment purchases during this time, nearly 33% did so for the first time.