Cannes Lions

LARGE CAPACITY FRIDGE FREEZER

BARTLE BOGLE HEGARTY (RETAIL), Milton Keynes / ELECTROLUX / 2008

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Overview

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Credits

Overview

Execution

To ensure objectives were met, we researched retailer environments, gaining an understanding of relevant promotional opportunities.

The core creative communicating the key benefit was identified, then a dynamic consumer campaign which also met retailer needs was developed. The creative thought was flexible and adapted to specific POS opportunities, maximising their opportunity within the customer journey. Once the campaign was robust and utilised appropriate POS, it was presented for client buy-in. Client insight led to agreed fine-tuning and after approval, the campaign was presented to Pan-European markets at a bi-annual review. Creative was held centrally and distributed for local production.

Outcome

POS was presented to all European markets at a bi-annual range review. Centrally developed POS was a new process for markets to buy-in to and optimism of uptake was cautious. However, markets agreed the campaign delivered high impact and standout within a highly competitive marketplace and enthusiastically took the campaign - exact figures do not exist at this current stage (please contact us for these when judging starts - thank you). The campaign was initially only meant to run in the UK, but 5 countries in total chose to use it (UK, Romania, Czech Republic, Netherlands and Switzerland).

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