Campanie
General Information:
Strategic approach:
| Strategic approach: |
Context The retail category is very competitive, being the no.2 category in terms of TV visibility. At the same time, the category is constantly fighting with a high clutter in advertising. As for the communication, 82% of retail communication promoting price offers. Challenge Our challenge was to create a strong differentiator for Mega Image in a highly dynamic market context. With all the competitors using price driven advertising, we wanted to stand-out by doing something different and entertaining. Objective - Create mass reach, while also engaging younger targets - Use the communication as a native platform for promo messages - Continue building on associating with Mihai Bendeac, one of the most popular local TV figures Approach Our goal was to use social media & main digital platforms to reach a relevant audience and stand out in a very cluttered industry. And this time, we didn’t use the video from TV commercial. All the video materials were built exclusively for digital, keeping in mind the user’s behavior and low attention span. With other competitors such as Kaufland or Lidl investing significantly more, we wanted to maximize efficiency through a video-first campaign, using all the advanced capabilities of Facebook, Instagram, Tik Tok or YouTube. |
Execution:
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