Commerce & Shopper: Category/Aisle Evolution

Some of the most impactful shopper marketing efforts occur when a deep understanding of shoppers’ attitudes, behaviors, and needs lead to innovative category/aisle evolution.

2017 BRONZE

Drive Day

The fast-food segment in Brazil is experiencing a challenging moment: the financial crisis and the increase in the number of competing stores in recent years have increased competition and have made players in the segment need to show their strength and gain differentiation.
 
For more than 35 years in the country, McDonald's, a leader in the fast-food segment, has been a fast food reference point in Brazil and worldwide, and is also a reference point in the development of the Drive-Thru category in Brazil.  McDonald’s drives the Drive Thru segment in Brazil and ensures a wide margin of leadership over its competitors.
 
The strategic challenge was to reinforce this brand’s convenience aspect and make it even more proprietary and perceived by consumers.
 
The big idea came from this premise: McDonald's Drive is everywhere. There is always one on your way. The creative idea was: 'The ubiquity of McDonald's Drive is so big that it's like it's up to you.'
To put it into practice, a McDonald's 'Drive thruck' was developed, which moved around the cities, going to the cars and people in transit, and offered all the same service available at a ‘conventional’ Drive-Thru. The images of this truck on the streets were captured and transformed into a movie that funnily called people to action on Drive-Day - May 25 – by offering a special promotion: when buying a McOferta, a McFlurry would only cost R $ 2.
 
And so, more than creating a drive to promote Drive-Thru's convenience and its benefit in consumer life, we've managed to create a day to stay in the lives of Brazilians. We created the official 'Drive Day'.
 
The results of the campaign were outstanding, not just for the Drive Thru and the promoted products, but for the whole company: the number of cars that drove through Drive Thru on Drive Day went beyond what was anticipated; sales of McOferta and McFlurry were exponentially stronger and the overall sales volume of the Drive Thru area also increased. In addition, Day Drive generated a halo effect of increased sales, not only in restaurants that owned the Drive area, but in all restaurants in the country.
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O segmento de fast-food no Brasil vive um momento desafia-dor: a crise e o aumento do número de lojas concorrentes nos últimos anos aumentaram a competição, e fizeram com que os players atuantes no segmento precisassem mostrar suas forças e ganhar diferenciação.
Há mais 35 anos no País, e líder no segmento de fast-food, McDonald’s, além de ser referência de comida rápida no Brasil e no mundo, é também referência no desenvolvimento da cate-goria Drive-Thru no País. A marca possui 400 unidades de Drive Thru no Brasil e garante, de longe, uma liderança em relação aos seus concorrentes.
O desafio estratégico era reforçar esse asset de conveniência da marca e torná-lo ainda mais proprietário e percebido pelos consumidores. 
A grande ideia partiu da premissa: o Drive do McDonald’s está em todo lugar. Tem sempre um no seu caminho. E a ideia criati-va foi: ‘A capilaridade do Drive do McDonald’s é tão grande que é como se ele fosse até você’.
Para colocar em prática, foi desenvolvido um ‘Drive thruck’ de McDonald's, o qual se locomovia pelas cidades, indo ao encon-tro dos carros e das pessoas que estavam em trânsito, e ofere-cia todo o serviço disponível que o Drive-Thru ‘convencional’.
As imagens desse caminhão nas ruas foram captadas e trans-formadas em um filme que, de forma divertida, chamava as pessoas ao Drive-Day — 25 de maio —, oferecendo uma promo-ção especial: comprando uma McOferta, o McFlurry custaria apenas R$ 2.
E assim, mais do que criar uma campanha para promover o atributo de conveniência de Drive-Thru e o benefício dele na vida do consumidor, conseguimos criar um dia para ficar marcado na vida dos brasileiros. Criamos o oficial ‘Dia do Drive’.
Os resultados da campanha foram surpreendentes, não apenas para a área Drive e os produtos promocionados, mas para toda a companhia: o número de carros que passou pelo Drive, no dia do Drive, foi além do previsto; as vendas de McOferta e McFlurry foram exponenciais e o volume de vendas geral da área Drive também aumentou. Além disso, o Dia Drive gerou um efeito halo de aumento de vendas, não apenas nos restaurantes que possuíam a área Drive, mas em todos os restaurantes do País.

Brand: McDonald's
Client: McDonald's
Agency: DPZ&T
Language: Portuguese

2017 BRONZE

Digitizing Retail

In store aisles, leading tech retailers were failing to educate shoppers about exponential improvements in PCs. Complicated paper fact sheets attempted to explain everything, but instead confused shoppers. Many walked out without buying. Intel used technical prowess to totally reinvent the aisle. Intelligent Point of Sale (IPOS) detects specs inside each device, and transforms them into a visually engaging, interactive experience. And the PC aisle was brought life digitally via the Shopper Recommendation Tool. Together, these tools increased shopper confidence, satisfaction and most significantly - spending - on Intel-powered devices.

Brand: Intel
Client: Intel
Agency: Leo Burnett/Arc
Language: English

2016 BRONZE

Olay Shelf Reinvention at Walmart

With impressive prestige growth and lackluster Olay business results at Walmart, we set out to ignite the Olay business at Walmart, which meant focusing on the core: the shelf. Our shopper was overwhelmed and frustrated in the Walmart skin care aisle, so we executed a simplified her shopping experience and gave her the inspiration and confidence she needed to close in-aisle. Ultimately, we exceeded program objectives by driving new, top sellers and regimen at the shelf.

Brand: Olay
Client: Procter & Gamble
Agency: Saatchi & Saatchi X
Language: English

FINALISTS

SC Johnson OFF! Skin Pre-tection

Intel Intel: EVO-IZING The PC Aisle

Procter & Gamble Health & Beauty Reinvention