Başlık | Copacabana |
Haftanın | Havas London |
Kampanya | Creatures - The Co-operative Group |
Reklamcı | The Co-operative Group |
Marka | Co-Op |
Posted | Aralık 2002 |
Sektör | Retail, Distribution & Restaurants |
Slogan | We Go Further So You Don't Have To |
felsefe | This paper disproves the theory that, in the retail sector, promotion-led campaigns are more effective in generating incremental revenue than brand-led campaigns. |
Sonuç | 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. |
Medya Türü | Television & Cinema |
Süre | |
Market | United Kingdom |
Yaratıcı Yönetmen | Dave Stansfield |
Yaratıcı Yönetmen | Phil Wilce |
Strateji Planlama | Alice Schaffer |
Reklam Sorumlusu | Ged Carter |
Board Planner | Alice Schaffer |