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2019 FINALIST SHOPPER MARKETING/OMNI-CHANNEL SHOPPER MARKETING RUSSIA
MAGIC WORLD IN LENTA
RAN IN: Russia
Audience: Target audience: families with children 4-12 years old. For the first time in Lenta, we targeted on the audience with children aged 8-12 what is usually less involved in such activations. Coverage of adults aged 22-30 became an additional benefit: these people grew up with books & movies about Harry Potter and could build a collection “for themselves”.
Objectives: A. Commercial KPI Average cheque & purchase frequency increase Include bigger amount of the goods in the customer’s cheque due to its sum and additional partner-goods. Create strong short-term interest in the purchases in the retail chain due to the collection mechanics & exclusive collection itself. B. Build or change the perception/attitude Lenta image building in the direction where the customer gets both rational advantages from purchases & emotional reward for themselves. Translation of family store image. Increase loyalty to Lenta brand in the promotion period (growth of number of visits, average cheque increase).
Language: English, Russian