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M.Video
How to grab Black Friday?

RAN IN: Russia

CLIENT
M.video Management LLC

AGENCY
Instinct *Lead Agency


SUMMARY

Can you win the battle for "Black Friday" ("BF"), when almost all brands, almost all categories, with the same messages and huge media investments, participate in this "battle" at the same time? Probably not! That's why M.Video was done differently - instead of promoting "Black Friday" in November, when everyone does it, we promoted it several times during the year as part of our traditional sales. In the end, when the real "BF" came in November, consumers, seeing the advertisement "BF" from other brands, habitually associated it with M.Video, and eventually came to buy it to us.

CASE VIDEO


Audience: 18-44 years. An active audience with an average and above-average income level, who try not to miss the opportunity to purchase some goods if they see an attractive offer (great discount).  

Objectives: M.Video set the following tasks for this period: - to increase M.Video's sales in November 2017 vs November 2016 by 10% in monetary terms (the planned growth in the category for 2017 was to be 9-10% *); - to outstrip the growth in sales of competitors in November 2017 vs November 2016 by 2-3%.  

Type: B2C

Language: English, Russian