Titel | Brek Tack |
Agentur | Havas London |
Kampagne | Creatures - The Co-operative Group |
Werbende | The Co-operative Group |
Marke | Co-Op |
Posted | August 2004 |
Geschäftsbereich | Kaufhäuser, Supermärkte |
Slogan | We Go Further So You Don't Have To |
Philosophie | This paper disproves the theory that, in the retail sector, promotion-led campaigns are more effective in generating incremental revenue than brand-led campaigns. |
Ergebnis | The Co-op Creatures campaign created genuine warmth for a brand which, against the grocery retail giants, had the disadvantages of unmodernised stores and few newsworthy messages. This translated directly into revenue: between its launch in July 2000 and the end of 2003, on a spend of just £16m, the campaign added £166m directly to the Co-ops turnover, and helped turn the Co-op into the UKs No.1 convenience retailer. |
Medientyp | Fernsehen & Kino |
Länge | |
Markt | Großbritannien |
Creative Director | Dave Stansfield |
Creative Director | Phil Wilce |
Etat-Planer | Alice Schaffer |
Werbeleiter | Ged Carter |
Board Planner | Alice Schaffer |