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2019 FINALIST SPECIALITY/CARPE DIEM RUSSIAN FEDERATION
Big Football in Pyaterochka
RAN IN: Russia
Audience: The key specifics of TA that is potentially going to be interested in promos related to the WorldCup2018. So the TA selection is large. Our promo-potential met the needs of TA: the whole country was going to play because of the WorldСup2018. Men 17–55, boys 5–16. Core TA: watching TV, spending time in digital. — During WorldCup2018 the information density increases, attracting and holding customer attention becomes difficult.— At a time like this product advertising stops working, you have to appeal to emotions.— Consumers want to be a part of history during world-scale event.
Objectives: The key KPIs were: Commercial objectives - An increase in RTO (retail turnover) of the company by 1.8% over the promotion duration. Retail turnover is the most important business metrics for a retail chain, showing the degree of its commercial success. On average, a promotional activity provides an 1.1% increase in the chain’s customer base. - An increase in traffic (new customers) of the chain by 1% (promotional average).- In increase in the average receipt +12% (average for the chain). Advertising objectives- Audience coverage in digital — 10,000,000 users.- Viral video views — 3,000,000 views.
Language: English, Russian