kris van den brandt - proximity

MAKROspeEd camera

WHO IS MAKRO

!MAKRO Part of METRO group (MediaMarkt, Saturn, Galeria Inno, ...)

!MAKRO : 6 outlets in BelgiumWorldwide 600 outlets in 32 countries

“For professional customers & end consumers”

Signaletic : Customer X, lives in Antwerp. He belongs to the branch Horeca. He has a restaurant, Belgian kitchen with menu’s between 25! and 45!.Invoices : Customer X visits our store in Deurne 1x a week and spents on average 424!. He regularly buys meat, fish, fruits & vegetables and occasionaly he buys wine.

IDENTIFY

DIFFERENTIATE

BRIEFING

1. never seen in

retail

2. theme =

top of mind

3. irregular clients

= extra visit

4. regular clients = higher ticket size

7% campagne

SPEED CAMERA CAMPAIGN

✓Something new / innovative✓BUZZ✓Free pulicity

Briefing

✓More traffic & sales✓ irregular clients => extra visit✓regular clients => higher ticket size

Objective & target audience

✓Makro Speed Camera✓new & controversial perspective to speeding and flashing

✓reward for NOT speeding

Concept

3G

1 ticket per 40!

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

Results

MOVIE

So let’s all go TO MAKRO

BUT NOT TO0 FAST ;-)