Titulo | Fix It |
Agência | Havas London |
Campanha | Creatures - The Co-operative Group |
Anunciante | The Co-operative Group |
Marca | Co-Op |
Posted | Agosto 2004 |
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 |
Comprimento | |
Mercado | Reino Unido |
Director criativo | Dave Stansfield |
Director criativo | Phil Wilce |
Planeador | Alice Schaffer |
Director de publicidade | Ged Carter |
Board Planner | Alice Schaffer |