RIMI LAUNCH CAMPAIGN FOR 2 NEW SUPERMARKETS

0 CommentsMonday • May 17, 2010 • by admin

Rimi needed online campaign materials to announce opening of two new Supermarkets. One in Tabasalu (close to Tallinn) and second one in Taksu (shopping center in Tartu).

The objectives of the campaign were:
- Creating a positive image for the new shops
- Collect favourite product wishes from potential everyday customers
- Collecting of e-mail addresses from potential everyday customers for future mailings

The solution:

Solution needed to be easy to use and fun for users. So according to clients a campaign site and a Facebook custom tab had to be created.

As both of the supermarkets had the same concept and interior a similar campaign page was created for both.

For creating a positive image of the new stores a 3D walk-through movie was created to give a preview of the shop from persons perspective and a interactive 3D store map was created giving the visitor a possibility to get info about different areas of the shop.

For collecting favorite products from the campaign visitors a kind of wish-list application with a top chart was created, where people could enter their goods of desire and give extra points to goods already entered by others.

For collecting e-mail addresses Rimi offered in return for leaving your name and e-mail address a possibility to win gift cards weekly and as a Grand Prix 10 000 EEKs worth of goods on the opening day of the supermarket.

And as in addition a poll function was added for collecting visitor insights.

For Rimi Facebook page a custom designed tabs were created with embedded intro video and shortcuts to different pages of the campaign site.

The result:

Without any media endorsement and campaign that has a really small target group (people who live in Tartu and Tabasalu). As a result in 10 days around 3000 visitors subscribed to client database and more than 1000 different products were entered to product list (in Tartu Tasku top 10 products collected over 3000 votes all together).

The recipe itself is pretty simple – create attractive and interactive content, add a section for user built content, top it with some nice prizes and don’t let it go too serious.

www.rimi.ee/tasku
www.rimi.ee/tabasalu