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Insinuante Stores: Appliances by the pound
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Insinuante is the second largest appliances retail network in Brazil with 900 stores in 315 cities. Several of these cities are small with about 50 thousand people.A cultural detail about these places is that every week there is the 'market day' where everybody buys meat, fruits, vegetables and food in general. The problem is that in some of these cities Insinuante's store is far away from where 'market day' happens which contributes to a decrease in sales. Market full. Empty store. Challenge for agency, Propeg, create an action that called attention to Insinuante's stores on market days. The action should increase the sales amount during these days.
Idea: Sell appliances as tomatoes are sold: by the pound. First we chose some the most searched products in the store. Then we divided the weight of the product by its price. This mathematical operation gave us the value per pound of the appliance. A refrigerator, for example, with this thought got cheaper than a pound of meat. We assembled a typical market shop with real sellers to sell our products. To benefit from the promotion the customer only had to take the product's flyer to the local Insinuante store no later than 7:00 p.m. that day. Results: In the cities where the action took place appliances sales went up 35% and furnishings sales went up 22%. The action was such a success that became part of the brand's promotional calendar.
Renata Matos, Sheyla Rocha, Melina Romariz, Mylene Alves, Flavio Fernandez, João Souza, Thiago Borba, Fernando Damasceno, Jean Silva, Cristobal Fraga, Hayre Borges, Giovanni Carneiro, Janaina Rocha, Marcus Ventura, Vinicius Ipojucan, Flavia Alves, Paulo Pinto, José Oliveira, Renata Matos, John Oliveira, Leonardo Galluf, Leonardo Duarte, Maria José, John Oliveira, Dito Martins, Flavio Morgade, Raphaelly Farini. Related |
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