SPAR and EUROSPAR launched the ’12 Deals of Christmas’ promotion in 2016, aimed squarely at the bullseye target of making people’s lives just that little bit easier at the busiest and most pressured time of year. 12 unbelievable weekly deals were sourced to encourage shoppers to stock-up and save for when it would be needed most. With the promotion in place it was Genesis’s challenge to capture attention and drive customers in-store to pick up a deal and reap the benefits for themselves.
The advent calendar design style would allow the framing of the deals, launching them individually on the Monday of each week, kicking off on 10th October and running all the way through to 31st December across channels including TV, radio, outdoor, digital and social. The communications platform was simple in concept but complex in production and delivery, due to the time restrictions of each weekly promotion and the number of pieces of copy created. We had to be innovative and efficient in scheduling airtime and print rotation, and we hit the mark on both counts.
This campaign broke new ground in Northern Ireland for its innovative, creative production planning. All production elements were provided on time and on budget. Most importantly, consumer demand for products outstripped supply. SPAR and EUROSPAR had really captured the need of shoppers across Northern Ireland, and we were delighted to help the brands work towards their sales targets.