<ul><li>>>FINAL VERSION<< </li></ul><ul><li>CASE BRIEF </li></ul><ul><li>Synoptik ”Age Campaign” </li></ul><ul><li>March-M...
Synoptik Age Campaign, March-May 2004  Denmark, Norway and Sweden <ul><li>Summary: </li></ul><ul><li>Synoptik Holding A/S ...
Synoptik Age Campaign, March-May 2004  Denmark, Norway and Sweden <ul><li>Marketing challenge: </li></ul><ul><li>Synoptik ...
Synoptik Age Campaign, March-May 2004  Denmark, Norway and Sweden <ul><li>Campaign objectives: </li></ul><ul><li>The quant...
Synoptik Age Campaign, March-May 2004  Denmark, Norway and Sweden <ul><li>Target audience: </li></ul><ul><li>People with t...
Synoptik Age Campaign, March-May 2004  Denmark, Norway and Sweden <ul><li>Creative strategy: </li></ul><ul><li>Individuali...
Street poster (store fronts):
Synoptik Age Campaign, March-May 2004  Denmark, Norway and Sweden <ul><li>Media strategy: </li></ul><ul><li>The aim of the...
Synoptik Age Campaign, March-May 2004  Denmark, Norway and Sweden <ul><li>Media: </li></ul><ul><li>Broadcast media%:  67,2...
Synoptik Age Campaign, March-May 2004  Denmark, Norway and Sweden <ul><li>Other communication programmes: </li></ul><ul><l...
Synoptik Age Campaign, March-May 2004  Denmark, Norway and Sweden <ul><li>Competitive environment: </li></ul><ul><li>The t...
<ul><li>EVIDENCE OF RESULTS </li></ul><ul><li>Synoptik Holding A/S </li></ul><ul><li>” Age Campaign” </li></ul><ul><li>Mar...
EVIDENCE OF RESULTS <ul><li>Campaign objectives: </li></ul><ul><li>The quantitative objectives were defined in comparison ...
EVIDENCE OF RESULTS:  Objective 1 –  To increase the combined net turnover for Denmark, Norway and Sweden with 10% compare...
EVIDENCE OF RESULTS:  Objective 1 –  To increase the combined net turnover for Denmark, Norway and Sweden with 10% compare...
EVIDENCE OF RESULTS:  Objective 1 –  To increase the combined net turnover for Denmark, Norway and Sweden with 10% compare...
EVIDENCE OF RESULTS:  Objective 1 –  To increase the combined net turnover for Denmark, Norway and Sweden with 10% compare...
EVIDENCE OF RESULTS:  Objective 1 –  To increase the combined net turnover for Denmark, Norway and Sweden with 10% compare...
<ul><li>RESULT:  Despite an aggressive discount the campaign maintained an average price per sold item of index 110: </li>...
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Winner European Effectiveness Award 2005: Synoptik

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Winner European Effectiveness Award 2005: Synoptik

  1. 1. <ul><li>>>FINAL VERSION<< </li></ul><ul><li>CASE BRIEF </li></ul><ul><li>Synoptik ”Age Campaign” </li></ul><ul><li>March-May 2004 </li></ul><ul><li>Denmark, Norway and Sweden </li></ul><ul><li>For submission in ROUND 1 </li></ul><ul><li>April 29, 2005 </li></ul>
  2. 2. Synoptik Age Campaign, March-May 2004 Denmark, Norway and Sweden <ul><li>Summary: </li></ul><ul><li>Synoptik Holding A/S is a retail chain of opticians with 105, 38, and 98 stores in Denmark, Norway and </li></ul><ul><li>Sweden respectively. The challenge for this campaign was to generate significant growth in net turnover </li></ul><ul><li>in Denmark, Norway and Sweden by creating a powerful tactical campaign with an involving discount </li></ul><ul><li>structure. </li></ul><ul><li>Declaration: </li></ul><ul><li>The campaign ran from March-May 2004. </li></ul><ul><li>It appeared in these markets: </li></ul><ul><li>Denmark </li></ul><ul><li>Norway </li></ul><ul><li>Sweden </li></ul><ul><li>Market share: </li></ul><ul><li>Denmark 25 % (105 stores) </li></ul><ul><li>Norway 17 % (38 stores) </li></ul><ul><li>Sweden 8 % (98 stores) </li></ul>
  3. 3. Synoptik Age Campaign, March-May 2004 Denmark, Norway and Sweden <ul><li>Marketing challenge: </li></ul><ul><li>Synoptik Holding A/S had recently been bought by Pearle. As a result, Synoptik Holding wanted to hit </li></ul><ul><li>the market with a powerful promotional campaign that would consolidate Synoptik Holding’s position with </li></ul><ul><li>its new owners - by delivering a significant increase in net turnover. </li></ul><ul><li>Secondly, facing increasing competition on price from cost leaders in the category, Synoptik* wished to </li></ul><ul><li>move away from seen-before price-oriented campaigns by challenging conventional price promotions </li></ul><ul><li>and ensure high consumer involvement in the promotion message. </li></ul><ul><li>With lenses being the primary source of profit and knowing that lenses are often sold in conjunction with </li></ul><ul><li>frames, Synoptik offered a discount on frames only thereby using frames as leverage to sell lenses. </li></ul><ul><li>*In Norway Synoptik operates under the name of Brilleland. </li></ul>
  4. 4. Synoptik Age Campaign, March-May 2004 Denmark, Norway and Sweden <ul><li>Campaign objectives: </li></ul><ul><li>The quantitative objectives were defined in comparison with the same period the previous year (March- </li></ul><ul><li>May 2003): </li></ul><ul><li>To increase the combined net turnover* for Denmark, Norway and Sweden with 10% compared to the 2003 promotion** </li></ul><ul><li>To reduce cost of promotion by maintaining the average price per sold item*** above index 100 </li></ul><ul><li>S OURCE: S YNOPTIK H OLDING A/S </li></ul><ul><li>*Net turnover = after cost of campaign development, media spending and discounts on frames. </li></ul><ul><li>**In March-May 2003 Synoptik ran a price promotion campaign with discount on frames which generated a combined net turnover for </li></ul><ul><li>Denmark, Norway and Sweden of €26.95 mill. (source: Synoptik Holding A/S). </li></ul><ul><li>***Frames including lenses. </li></ul>
  5. 5. Synoptik Age Campaign, March-May 2004 Denmark, Norway and Sweden <ul><li>Target audience: </li></ul><ul><li>People with the need for glasses. Both users and potential users of glasses in Denmark, Norway and </li></ul><ul><li>Sweden. Age 25-60 years. </li></ul><ul><li>Psychographic target audience insight: </li></ul><ul><li>In terms of consumer involvement, experience had told Synoptik that a sale on glasses was no different </li></ul><ul><li>from most other retail sales. The sale itself was low involvement unless the need for (new) glasses was </li></ul><ul><li>acute. </li></ul><ul><li>Furthermore, both users and potential users of glasses associate the need for glasses with getting old, </li></ul><ul><li>which constitutes a barrier towards buying. </li></ul><ul><li>Synoptik wished to address these challenges within the target audience and - if possible - bring them on </li></ul><ul><li>board as unusual campaign allies, helping the target audience involve themselves in the promotional </li></ul><ul><li>message. </li></ul>
  6. 6. Synoptik Age Campaign, March-May 2004 Denmark, Norway and Sweden <ul><li>Creative strategy: </li></ul><ul><li>Individualised consumer involvement through promotional injustice </li></ul><ul><li>Objective: Get the target audience involved in the promotional campaign. </li></ul><ul><li>Key advertising message: Your age is your discount (what’s your discount?). </li></ul><ul><li>Creative solution: Old people run down young people in their eagerness to get this sensational (higher) discount. </li></ul><ul><li>The age determined discount made the target audience wonder how much discount they could get. This individual and </li></ul><ul><li>seemingly “unjust” age determined discount maximised the “what’s in it for me” effect, making way for a powerful </li></ul><ul><li>message delivery. To help reflection and understanding we posed the question: What's your discount? (instead of </li></ul><ul><li>What’s your age?). </li></ul><ul><li>Generally, the creative was developed with a clear focus on call-to-action. We aimed to strike a tone-of-voice that would </li></ul><ul><li>also appeal to the younger people within the target audience whose discount was obviously more modest. The age </li></ul><ul><li>determined discount necessitated that the customers’ age had to be revealed, which constituted an effective ice </li></ul><ul><li>breaker at the point of purchase. Consequently, the campaign created a lot of positive energy in the Synoptik stores </li></ul><ul><li>involving the staff and building relations to the customers. To further emphasize involvement and dialogue all sales </li></ul><ul><li>people wore t-shirts stating their age and discount . </li></ul><ul><li>*The discount was offered on frames and not on lenses. Lenses are often sold in conjunction with frames. </li></ul>
  7. 7. Street poster (store fronts):
  8. 8. Synoptik Age Campaign, March-May 2004 Denmark, Norway and Sweden <ul><li>Media strategy: </li></ul><ul><li>The aim of the media planning was: To drive as many people as possible to Synoptik’s stores. </li></ul><ul><li>Based on the campaign objectives and the creative, we ran a combination of traditional call-to-action </li></ul><ul><li>media that would ensure high net reach within the target audience. Media included TV, national </li></ul><ul><li>papers, local papers and radio*. Local papers were part of the media plan in order to bring the </li></ul><ul><li>campaign close to the local communities, also supporting the PR initiative (see Other communication </li></ul><ul><li>programmes). </li></ul><ul><li>Combined with highly visible posters in Synoptik stores and radio* we obtained a very high degree of net </li></ul><ul><li>reach. The campaign achieved a net reach of 88%, 94% and 82% in Denmark, Sweden and Norway </li></ul><ul><li>respectively. </li></ul><ul><li>S OURCE: C ARAT D ENMARK </li></ul><ul><li>*Only in Denmark </li></ul>
  9. 9. Synoptik Age Campaign, March-May 2004 Denmark, Norway and Sweden <ul><li>Media: </li></ul><ul><li>Broadcast media%: 67,28% </li></ul><ul><li>Print media%: 31,97% </li></ul><ul><li>Interactive/online%: 0% </li></ul><ul><li>Public relations%: 0,75% </li></ul><ul><li>S OURCE: C ARAT D ENMARK </li></ul>
  10. 10. Synoptik Age Campaign, March-May 2004 Denmark, Norway and Sweden <ul><li>Other communication programmes: </li></ul><ul><li>As part of the creative concept a “Search for the town’s oldest user of glasses” was </li></ul><ul><li>launched as a PR initiative in Denmark. The PR agency Brinkmann & Partners issued a press release to </li></ul><ul><li>all local newspapers followed by press contact. In the press release Synoptik searched for the oldest </li></ul><ul><li>user of glasses in town, with the aim of celebrating this person with a pair of free glasses. Three family </li></ul><ul><li>members would also receive free glasses. In at least one instance a city mayor came to the Synoptik </li></ul><ul><li>store to participate in the celebration, posing happily together with the store manager in front of the </li></ul><ul><li>invited press. </li></ul><ul><li>The oldest user to participate in the event was 107 years old. </li></ul><ul><li>31 local newspapers with 1,292,400 readers* brought the stories - many including photos of the town’s </li></ul><ul><li>oldest users of glasses. </li></ul><ul><li>S OURCE: B RINKMANN & P ARTNERS 2004 </li></ul><ul><li>*Approximately 24% of the Danish population. </li></ul>
  11. 11. Synoptik Age Campaign, March-May 2004 Denmark, Norway and Sweden <ul><li>Competitive environment: </li></ul><ul><li>The top three competitors for this brand (overall): </li></ul><ul><li>Profil Optik </li></ul><ul><li>Synsam </li></ul><ul><li>Interoptikk </li></ul><ul><li>The top three competitors for this brand in Denmark: </li></ul><ul><li>Profil Optik </li></ul><ul><li>Thiele </li></ul><ul><li>Louis Nielsen </li></ul><ul><li>The top three competitors for this brand in Norway: </li></ul><ul><li>Interoptikk </li></ul><ul><li>Synsam </li></ul><ul><li>Krogh Optikk </li></ul><ul><li>The top three competitors for this brand in Sweden: </li></ul><ul><li>Synsam </li></ul><ul><li>SpecSavers </li></ul><ul><li>Local opticians </li></ul><ul><li>S OURCE: C ARAT D ENMARK AND S YNOPTIK H OLDING A/S </li></ul>
  12. 12. <ul><li>EVIDENCE OF RESULTS </li></ul><ul><li>Synoptik Holding A/S </li></ul><ul><li>” Age Campaign” </li></ul><ul><li>March-May 2004 </li></ul><ul><li>Denmark, Norway and Sweden </li></ul>
  13. 13. EVIDENCE OF RESULTS <ul><li>Campaign objectives: </li></ul><ul><li>The quantitative objectives were defined in comparison with the same period the previous year (March- </li></ul><ul><li>May 2003): </li></ul><ul><li>To increase the combined net turnover* for Denmark, Norway and Sweden with 10% compared to the 2003 promotion** </li></ul><ul><li>To reduce cost of promotion by maintaining the average price per sold item*** above index 100 </li></ul><ul><li>S OURCE: S YNOPTIK H OLDING A/S </li></ul><ul><li>*Net turnover = after cost of campaign development, media spending and discounts on frames. </li></ul><ul><li>**In March-May 2003 Synoptik ran a price promotion campaign with discount on frames, which generated a combined net turnover for </li></ul><ul><li>Denmark, Norway and Sweden of €26.95 mill. (source: Synoptik Holding A/S). </li></ul><ul><li>***Frames including lenses. </li></ul>
  14. 14. EVIDENCE OF RESULTS: Objective 1 – To increase the combined net turnover for Denmark, Norway and Sweden with 10% compared to the 2003 promotion <ul><li>TURNOVER: </li></ul><ul><li>Turnover (frames including lenses): </li></ul><ul><li>Discount: </li></ul><ul><li>Turnover (frames including lenses) after discount: </li></ul>A LL AMOUNTS IN €. S OURCE: S YNOPTIK H OLDING A/S A LL AMOUNTS IN €. S OURCE: S YNOPTIK H OLDING A/S A LL AMOUNTS IN €. S OURCE: S YNOPTIK H OLDING A/S
  15. 15. EVIDENCE OF RESULTS: Objective 1 – To increase the combined net turnover for Denmark, Norway and Sweden with 10% compared to the 2003 promotion <ul><li>MEDIA SPENDING: </li></ul>
  16. 16. EVIDENCE OF RESULTS: Objective 1 – To increase the combined net turnover for Denmark, Norway and Sweden with 10% compared to the 2003 promotion <ul><li>MEDIA SPENDING: </li></ul>
  17. 17. EVIDENCE OF RESULTS: Objective 1 – To increase the combined net turnover for Denmark, Norway and Sweden with 10% compared to the 2003 promotion <ul><li>NET TURNOVER: </li></ul>A LL AMOUNTS IN €. S OURCE: S YNOPTIK H OLDING A/S A LL AMOUNTS IN €. S OURCE: S YNOPTIK H OLDING A/S A LL AMOUNTS IN €. S OURCE: S YNOPTIK H OLDING A/S A LL AMOUNTS IN €. S OURCE: S YNOPTIK H OLDING A/S A LL AMOUNTS IN €. S OURCE: S YNOPTIK H OLDING A/S
  18. 18. EVIDENCE OF RESULTS: Objective 1 – To increase the combined net turnover for Denmark, Norway and Sweden with 10% compared to the 2003 promotion <ul><li>RESULT: With a lower media spend and a campaign development cost only slightly higher than in March-May 2003, the </li></ul><ul><li>campaign attained an increase in combined net turnover for Denmark, Norway and Sweden of 24%: </li></ul>
  19. 19. <ul><li>RESULT: Despite an aggressive discount the campaign maintained an average price per sold item of index 110: </li></ul><ul><li>Quantity (items sold): </li></ul><ul><li>Turnover (frames including lenses) after discount: </li></ul><ul><li>Average price per sold item: </li></ul>EVIDENCE OF RESULTS: Objective 2 – To reduce cost of promotion by maintaining the average price per sold item above index 100 A LL AMOUNTS IN €. S OURCE: S YNOPTIK H OLDING A/S A LL AMOUNTS IN €. S OURCE: S YNOPTIK H OLDING A/S S OURCE: S YNOPTIK H OLDING A/S

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