kris van den brandt - proximity
TRANSCRIPT
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MAKROspeEd camera
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WHO IS MAKRO
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!MAKRO Part of METRO group (MediaMarkt, Saturn, Galeria Inno, ...)
!MAKRO : 6 outlets in BelgiumWorldwide 600 outlets in 32 countries
“For professional customers & end consumers”
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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
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BRIEFING
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1. never seen in
retail
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2. theme =
top of mind
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3. irregular clients
= extra visit
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4. regular clients = higher ticket size
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7% campagne
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SPEED CAMERA CAMPAIGN
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✓Something new / innovative✓BUZZ✓Free pulicity
Briefing
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✓More traffic & sales✓ irregular clients => extra visit✓regular clients => higher ticket size
Objective & target audience
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✓Makro Speed Camera✓new & controversial perspective to speeding and flashing
✓reward for NOT speeding
Concept
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3G
1 ticket per 40!
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RESULTS
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✓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
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MOVIE
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So let’s all go TO MAKRO
BUT NOT TO0 FAST ;-)