Kris Van Den Brandt - Proximity

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Kris Van Den Brandt - Proximity

  1. 1. MAKROspeEd camera
  2. 2. WHO IS MAKRO
  3. 3. !MAKRO Part of METRO group (MediaMarkt, Saturn, Galeria Inno, ...)!MAKRO : 6 outlets in Belgium Worldwide 600 outlets in 32 countries“For professional customers &end consumers”
  4. 4. IDENTIFYSignaletic : Customer X, lives in Antwerp. Hebelongs to the branch Horeca. He has arestaurant, Belgian kitchen with menu’s between25! and 45!.Invoices : Customer X visits our store in Deurne1x a week and spents on average 424!. Heregularly buys meat, fish, fruits & vegetables andoccasionaly he buys wine.DIFFERENTIATE
  5. 5. BRIEFING
  6. 6. 1.never seen in retail
  7. 7. 2. theme =top of mind
  8. 8. 3.irregular clients = extra visit
  9. 9. 4.regular clients =higher ticket size
  10. 10. 7% campagne
  11. 11. SPEED CAMERACAMPAIGN
  12. 12. Briefing✓ Something new / innovative✓ BUZZ✓ Free pulicity
  13. 13. Objective & target audience✓ More traffic & sales ✓ irregular clients => extra visit ✓ regular clients => higher ticket size
  14. 14. Concept✓ Makro Speed Camera ✓ new & controversial perspective to speeding and flashing ✓ reward for NOT speeding
  15. 15. 3G1 ticket per 40!
  16. 16. RESULTS
  17. 17. Results✓ Makro Speed Camera ✓ website : 101.568 unique visitors ✓ drivers photographed : 13.247 ✓ average ticket size : +11% ✓ irregular clients : +8% ✓ a lot of free press
  18. 18. MOVIE
  19. 19. So let’s all goTO MAKROBUT NOT TO0FAST ;-)

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