Shopper Marketing: Loyalty
This category will highlight efforts that were designed with loyalty as the driver for the effort.
Stirateli in Pyaterochka
In any market you need to stand out. The more you need to stand out when your nearest competitor says the same and looks the same as you. In retail, everyone turns to the rational side of the person. "Pyaterochka" appealed to the emotions. Together with Marvel, which has millions of fans around the world, we have created "Stirateli" — erasers in the form of Marvel super-heroes. Thus, we have given everyone the opportunity to get a piece of your favorite universe and assemble your super-team.
Agency: DADA Agency
Mobile communication became habitual so its role depreciated. To take place in subscribers’ lives mobile operators offer bonuses beyond the telecom services. How to attract subscribers’ attention if they are fed up with similar loyalty programs - unattractive and complicated? We rethought the usual approach and created “Tele2 Mondays” by other rules - profitable, simple and improving subscribers’ life. We offered not just valuable gifts in relevant categories, but created a weekly brand tradition, turning the hardest week day, Monday, into a holiday. Every Monday subscribers got free coffee, taxi ride and access to serials base just being our subscribers.
Client: T2 Mobile LLC
Agency: McCann Moscow