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METRO Romania - Black Friday 2015
RO

Black Friday 2015

Pragmatic  Visionaries

Obiective

  1. Comunicarea unei game largi de produse oferite de METRO România și promovarea ofertelor substanțiale incluse în campania de reduceri de Black Friday;

  2. Poziționarea METRO ca unicul retailer din România care oferă soluții profesionale integrate, atât pentru afaceri cât și pentru domiciliu;

  3. Creșterea traficului pe site și a vânzărilor înregistrate în perioada campaniei;

Provocări

Stabilirea direcțiilor de comunicare a venit cu provocări legate de transmiterea de mesaje diferențiate în funcție de fiecare audiență (Traders, HoReCa, SCO) și de poziționarea ofertelor METRO România altfel față de alți competitori.

Ofertele au fost comunicate segmentat, prin mesaje specifice diferențiate în funcție de grupurile țintă și de categorie. Totodată, a fost nevoie să gândim o modalitate eficientă de comunicare a ofertelor pentru articole profesionale ca factor diferențiator pe piață, și să evidențiem ofertele METRO într-o perioadă aglomerată, în care toate brand-urile obișnuiesc să promoveze ofertele de Black Friday.

Strategie

Majoritatea retailer-ilor își promovează ofertele de Black Friday prin sintagme de tipul „super reduceri”, „mega reduceri” sau chiar „cele mai tari reduceri”, însă METRO a ales să comunice altfel promoțiile, atât din punct de vedere al mesajelor cât și din punct de vedere al conceptului vizual (pe un background deschis la culoare și cu mesaje diferite în funcție de audiență și de categoria de produs).

Pentru a transmite aceste mesaje, am optat pentru un mix de canale, în care am inclus Google Search, Google Display, YouTube, Facebook, programmatic advertising și Yahoo Login, toate cu scopul de a maximiza impactul comunicării în decursul celor două săptămâni de campanie.

 

 

Vizualuri

Pentru ilustrarea cât mai eficientă a efectului ofertelor METRO de Black Friday, am utilizat o serie de imagini care să ilustreze surprinderea clienților, toate sub motto-ul „oferte care te lasă fără cuvinte.”

Rezultate

Parteneri în campanie

The Cell (agenție de producție și media)

Materiale sustinere campanie Metro