|Campanha||Creatures - The Co-operative Group|
|Anunciante||The Co-operative Group|
|Sector Empresarial||Grandes armazéns, supermercados|
|Legenda||We Go Further So You Don't Have To|
|Filosofia||This paper disproves the theory that, in the retail sector, promotion-led campaigns are more effective in generating incremental revenue than brand-led campaigns.|
|Resultado||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.|
|Tipo de Mídia||Televisão e Cinema|
|Director criativo||Dave Stansfield|
|Director criativo||Phil Wilce|
|Director de publicidade||Ged Carter|
|Board Planner||Alice Schaffer|
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