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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Portugal
Designer Dominik Seeger
Released April 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: WORTEN
Product/Service: ELECTRONICS
Date of First Appearance: Apr 2 2009 12:00AM
Entrant Company: ACTION4 ACTIVISM, Linda a Velha, PORTUGAL
Account Director: Tânia Jardim (Action4^Ativism)
Creative Strategy: Nuno Rodrigues (Action4^Ativism)
Production Director: Karla Thomas (Action4^Ativism)
Designer: Dominik Seeger (Action4^Ativism)
Media placement: Radio - National And Local Radios - 01 April

Describe the objective of the promotion.
Worten, a Portuguese lead brand on the Electronic/Electric Retail market wanted to enter the Spanish market. It was a very attractive market, but also highly competitive and price-oriented, with well established brands and almost 600 stores! The challenge was huge. How could this unknown brand enter the market with a price oriented strategy as most competitors, with only 9 stores, and still have a big bang entrance? With a limited budget and lack of previous advertising, how would we gather people and media outside the 9 stores, waiting for the opening? How could we make them talk about it?

Describe how the promotion developed from concept to implementation
Inspired by the 'pay as you wish' trend and combining it with the popular 'first to arrive' scheme used on Black Friday, we’ve created something unique… In all 9 Worten stores opening all over Spain, the first 100 people to arrive at each store, could choose one valuable item of equipment, such as an LCD, a Laptop, an Mp4 amongst others and pay… well, as much as they wanted. To this simultaneous opening event with a unique promotional promise we called 'El precio lo pones tú', meaning something like “Name your Price”.

Describe the success of the promotion with both client and consumer including some quantifiable results
With only 123.526€ invested in media (print, radio and web) only on the two days before the opening, the opening of all 9 stores had: - People gathering few hours after the first announcements and, 16 hours before the event, all stores already had the 100 contestants that would make their price. - Massive media coverage, word-of-mouth and brand awareness. More than 60 minutes on TV with 28 reports, including live coverage, 31 online reports, 8 radio reports, 8 press reports, resulted in an AVE of 470.386.41€…About 3,8 times the invested value. Make your price was a success!

Explain why the method of promotion was most relevant to the product or service
In a period of economical crisis and without any previous knowledge about the brand, “El precio lo pones tú” was the perfect way to enter the Spanish market, preparing people for the price oriented brand strategy, saying that in Worten their money could worth a lot more. Also, because this was an in-shop event, it was a perfect way to drive both people and media to the store and get them familiarized with it.