The feel-good TV-driven Christmas campaign we created for SPAR NI in 2014 was so successful, Hendersons (the group behind the SPAR franchise in Northern Ireland) asked us to extend the campaign for Christmas 2015 to include festive offers in a way that would build on the affinity and loyalty delivered by the earlier burst of activity.
The original TV commercial showed people on their way home – from visiting friends, from work, from travelling – all to the soundtrack of Chris Rea’s seasonal favourite Driving Home for Christmas. Each SPAR store they passed had the fascia changed to a playful seasonal message that related to each character’s story. For Christmas 2015, we took two of the characters’ ‘stories’ even further, following them home where they celebrated with food from SPAR, allowing us to combine offers with a warm, feel-good message.
It’s too early for the results of this year’s campaign, but based on last year’s results, we have high expectations: post-campaign research for the 2014 campaign revealed a significant correlation between those who saw the ad and those who displayed higher levels of loyalty towards SPAR e.g. of those who’d seen the ad, 54% described SPAR as their ‘favourite store’ or ‘one of several stores I really like’. This was a 14 percentage point increase in loyalty compared to those people who had not seen the ad, indicating the ability of the advertising to engage shoppers.