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Mail & Door Drops
 

Coin On The Floor

Intermarché Supermarket

Issue 7 | July 2008

Agency

Proximity Portugal

Creative Team

Nuno Duarte - Creative Director;Marta Silva - Art Director;Sérgio Cruz - Copywriter

Production Team

Orlando Baptista - Production Manager

Other Credits

Inês Melo - Account Director;Maria Magalhães - Account Executive

Date

January 2007

Background

Intermarché Supermarkets have been in Portugal for 10 years. Three years ago the company launched its fidelity programme, consisting of a card (The Musketeers Card) that accumulates discounts in Euros for each purchase. This programme has one million members. However, a few of these members (about 32,000) had not used their card for over a year. Intermarché wanted a communication action to clean its database, eliminating all clients that did not respond.

Idea

These clients had money accumulated on their cards which they were not using, effectively wasting money they had built up. The communication strategy therefore delivered an ultimatum, telling recipients that if they didn’t use their discounts by a certain date they would lose them.

Knowing that everyone values money, the agency sent a mailing which, when opened, let a one cent coin fall to the ground. Naturally everyone would bend down to pick it up. The message was that if you go to the trouble of bending down to pick up one cent, it makes no sense to waste the money on your card.

Results

32,000 mailings were sent out and 1,853 people reactivated their cards - a 5.79% response rate.

Target Audience

Clients with a fidelity card who hadn’t shopped at Intermaché for over a year, despite the discounts they had accumulated on their cards.

Size

32,000 mailings

Our Thoughts

I love this idea because it has a human truth behind it. We will all bend down and pick up a dropped coin. It’s instinct based on greed. This is as about as direct as it gets; an idea that prompts an immediate reaction – to pick up the coin – which in turn connects with the thought about savings to be made. This is how you build relationships, not simply by giving stuff away but through sharing values.

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