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Pyaterochka
Big Football in Pyaterochka

RAN IN: Russia

CLIENT
Pyaterochka

AGENCY
DADA Agency *Lead Agency


SUMMARY

When in a short period of WorldCup2018 all media and retailers talk about it. We created a football game for everyone with small footballs. Promo was made for emotional involvement of consumers. The business goal was to increase the company's retail turnover by 1.8% for the promotion period and to increase the growth of the average check +12%. "Pyaterochka" managed to conduct a successful campaign, while forming an emotional connection with the consumer. During promo, the check of the customer who received the prize-ball, increased by an average of 16.1%. 

CASE VIDEO


Audience: The key specifics of TA that is potentially going to be interested in promos related to the WorldCup2018. So the TA selection is large. Our promo-potential met the needs of TA: the whole country was going to play because of the WorldСup2018. Men 17–55, boys 5–16. Core TA: watching TV, spending time in digital. — During WorldCup2018 the information density increases, attracting and holding customer attention becomes difficult.— At a time like this product advertising stops working, you have to appeal to emotions.— Consumers want to be a part of history during world-scale event.

Objectives: The key KPIs were: Commercial objectives - An increase in RTO (retail turnover) of the company by 1.8% over the promotion duration. Retail turnover is the most important business metrics for a retail chain, showing the degree of its commercial success. On average, a promotional activity provides an 1.1% increase in the chain’s customer base. - An increase in traffic (new customers) of the chain by 1% (promotional average).- In increase in the average receipt +12% (average for the chain). Advertising objectives- Audience coverage in digital — 10,000,000 users.- Viral video views — 3,000,000 views.

Type: B2C

Language: English, Russian