kris van den brandt - proximity
Post on 03-Jul-2015
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MAKROspeEd camera
WHO IS MAKRO
!MAKRO Part of METRO group (MediaMarkt, Saturn, Galeria Inno, ...)
!MAKRO : 6 outlets in BelgiumWorldwide 600 outlets in 32 countries
“For professional customers & end consumers”
Signaletic : Customer X, lives in Antwerp. He belongs to the branch Horeca. He has a restaurant, Belgian kitchen with menu’s between 25! and 45!.Invoices : Customer X visits our store in Deurne 1x a week and spents on average 424!. He regularly buys meat, fish, fruits & vegetables and occasionaly he buys wine.
IDENTIFY
DIFFERENTIATE
BRIEFING
1. never seen in
retail
2. theme =
top of mind
3. irregular clients
= extra visit
4. regular clients = higher ticket size
7% campagne
SPEED CAMERA CAMPAIGN
✓Something new / innovative✓BUZZ✓Free pulicity
Briefing
✓More traffic & sales✓ irregular clients => extra visit✓regular clients => higher ticket size
Objective & target audience
✓Makro Speed Camera✓new & controversial perspective to speeding and flashing
✓reward for NOT speeding
Concept
3G
1 ticket per 40!
RESULTS
✓Makro Speed Camera✓website : 101.568 unique visitors✓drivers photographed : 13.247✓average ticket size : +11%✓ irregular clients : +8%✓a lot of free press
Results
MOVIE
So let’s all go TO MAKRO
BUT NOT TO0 FAST ;-)
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