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门票
案例简介：E。 leclerc 在自己的领域受到硬折扣压力的威胁，这是意向书的重量 (这降低了价格方面的回旋余地) 以及家乐福和欧尚在促销方面的攻击性政策。它的 50 周年纪念提供了一个通过大规模营销活动做出反应的机会。 目标 开发一个广告活动，展示其战斗价值。它面向普通公众和意见领袖，针对有 15 岁以下儿童的家庭主妇。 哲学/解决方案 战略 促销系统的设置: 收据上交付了对发卡商店的每一种商品有效的购买凭证，除了燃料油和书籍。全国公告牌运动宣布了这项行动，同时由国家日报、地区日报、电视新闻、女性新闻和收音机组织。目录、传单、当地户外和商店的发布加强了处置。 结果 * 商业 -家庭出勤率从一年的 16 4% 提高到 18%。 -活动期间的市场份额: 第一周为 19,7%，第二周为 18,5%，从 1999年9月到 2000年3月为 17,2%。 * 广告 -73% 的人在地区日报上看到和阅读 (标准: 66%)，三个读者中有两个发现这一步是创新的。 -与传单有关的访问率: 20%。
门票
案例简介：E. Leclerc is threatened on its own field by the pressure of hard discount, the weight of the Loi Galland (which reduces the room for manoeuvre in terms of prices) and the offensive policies of Carrefour and Auchan as regards sales promotions. Its 50th anniversary offers the opportunity of reacting through a huge marketing campaign. Goal To develop an advertising campaign bringing out its fighting value. Intended for the general public and the opinion leaders, it is directed at housewifes with children under 15. Philosophy/Solution Strategy Setting of a promotional system: a purchase voucher valid for every goods of the issuing shop, excepted fuel oils and books, is delivered on the receipt. A national billboard campaign announces the operation while the launch is organized by the national daily press, the regional daily press, the TV press, the feminine press and radios. The disposal is reinforced by the publication of catalogues, leaflets, local outdoor and the putting on of shops. Results *Commercial -Progress of household attendance from 16,4% to 18% in one year. -Market share during the campaign : 19,7% the first week, 18,5% the second week vs 17,2% from September 1999 to March 2000. *Advertisement -73% of seen and read in Regional Daily Press (standards : 66%), two readers out of three found the step innovative. -Rate of visits linked to leaflets : 20%.
Ticket
案例简介：E。 leclerc 在自己的领域受到硬折扣压力的威胁，这是意向书的重量 (这降低了价格方面的回旋余地) 以及家乐福和欧尚在促销方面的攻击性政策。它的 50 周年纪念提供了一个通过大规模营销活动做出反应的机会。 目标 开发一个广告活动，展示其战斗价值。它面向普通公众和意见领袖，针对有 15 岁以下儿童的家庭主妇。 哲学/解决方案 战略 促销系统的设置: 收据上交付了对发卡商店的每一种商品有效的购买凭证，除了燃料油和书籍。全国公告牌运动宣布了这项行动，同时由国家日报、地区日报、电视新闻、女性新闻和收音机组织。目录、传单、当地户外和商店的发布加强了处置。 结果 * 商业 -家庭出勤率从一年的 16 4% 提高到 18%。 -活动期间的市场份额: 第一周为 19,7%，第二周为 18,5%，从 1999年9月到 2000年3月为 17,2%。 * 广告 -73% 的人在地区日报上看到和阅读 (标准: 66%)，三个读者中有两个发现这一步是创新的。 -与传单有关的访问率: 20%。
Ticket
案例简介：E. Leclerc is threatened on its own field by the pressure of hard discount, the weight of the Loi Galland (which reduces the room for manoeuvre in terms of prices) and the offensive policies of Carrefour and Auchan as regards sales promotions. Its 50th anniversary offers the opportunity of reacting through a huge marketing campaign. Goal To develop an advertising campaign bringing out its fighting value. Intended for the general public and the opinion leaders, it is directed at housewifes with children under 15. Philosophy/Solution Strategy Setting of a promotional system: a purchase voucher valid for every goods of the issuing shop, excepted fuel oils and books, is delivered on the receipt. A national billboard campaign announces the operation while the launch is organized by the national daily press, the regional daily press, the TV press, the feminine press and radios. The disposal is reinforced by the publication of catalogues, leaflets, local outdoor and the putting on of shops. Results *Commercial -Progress of household attendance from 16,4% to 18% in one year. -Market share during the campaign : 19,7% the first week, 18,5% the second week vs 17,2% from September 1999 to March 2000. *Advertisement -73% of seen and read in Regional Daily Press (standards : 66%), two readers out of three found the step innovative. -Rate of visits linked to leaflets : 20%.
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Ticket
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基本信息
- 广告战役： #E.Leclerc-户外-0da7#
- 广告品牌： E.Leclerc
- 发布日期： 2000-03-20
- 行业领域： 生活服务 , 商场超市
- 媒体类别： 海报/平面
- 广告语言： 法语
- 媒介平台： 网络
- 获得奖项：
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