Commerce & Shopper: Awareness, Trial, and Conversion

From a fading brand for the chosen ones into a thriving brand for everyone in 2 years

A long time ago METRO was a desired place for shopping for final costumers. But when a lot of supermarkets appeared close to door everyone forgot about Metro with cards system only for self-employed and located in remoted area. Brand opened its doors for everyone and launched new communication platform «Wholesale for all» to re-conquer costumers. During two years we were revealing that Metro added new meaning of wholesale, namely: wholesale is not only for self employed, it is for everyone; wholesale is for all life situations and begins with only 3 items; wholesale is truly low prices, and after all wholesale is joyful. As the result sales growth outpaces the category growth by 1.5 items during last two years.

Brand: METRO Cash & Carry Ukraine
Client: METRO Cash & Carry Ukraine
Agency: Ogilvy & Mather Ukraine
Language: English, Ukrainian

Mi Pass

Brand: Banco de Chile
Client: Banco de Chile
Agency: Prolam Young & Rubicam
Language: Spanish

Comparame

Mundialmente Chevrolet se caracteriza por su tecnología y eficiencia, pero paradójicamente en CR tenía muy baja consideración de compra por ser percibida como una marca “gastona" y anticuada. Para revertir esta situación utilizamos un “call to action” como mensaje de campaña. “Comparame”. Nos daba el ingrediente que faltaba para ganar consideración de compra y, con clientes potenciales más informados, nos distanciamos de los mitos de consumo y tecnología. La campaña se lanzó en Expomovil, el escenario perfecto para comparar. Como resultado las ventas versus el año anterior en la época de dicho evento aumentaron en un 51.49% y un 48.3% con respecto al primer semestre del año anterior, estableciendo un récord a nivel regional.

Brand: Chevrolet
Client: Chevrolet
Agency: Interaction
Language: Spanish