SPAR Hungary entrusted REON with providing advertising support to its rewards card loyalty promotion launched in the spring of 2015. This time the retail chain store opted for Ellehammer, the Danish brand, with particular attention to the Copenhagen collection including a range of bags. One of the key elements of the strategy was to encourage customers to travel – the launch of the promotion was scheduled at the beginning of summer for this reason –, while the other was to communicate that each member of the family could find a bag in the offering, which suits their needs, whether for travel, work or everyday use. In addition to the campaign slogan ‘Have a nice trip’, travel vouchers offered by WizzTours for a prize game in a total value of HUF 2.5 million significantly contributed to encouraging travelling.
Due to the intensive communication of the two strategic approaches – travelling and bags for everyone –, not only housewives but also other family members got into collecting points (which actually means shopping) during the loyalty promotion.
The low price – the cheapest Ellehammer bag could be bought for as low as HUF 2,000 – proved to be efficient: the number of returning housewives and new customers measurably increased during the promotion.
Since nearly 90 percent of customers were regular internet users, when finding the right media mix, a dedicated website, a well-targeted banner mix and social media marketing were given high priority. Naturally, offline presence also played a significant role, such as POS materials linked with the loyalty program, street media advertising – CLP, BB, underground train posters – and print media.