Coop and Valencia celebrate 20 years of Supercard
Coop is celebrating 20 years of Supercard—including with an anniversary stamp card for Coop customers. Valencia Kommunikation was responsible for the communications strategy for this large-scale stamp card promotion.
Supercard users collect "shopping days" in this promotion and thus increase the value of a gift card up to a maximum value of 100 francs. A shopping day is any day on which purchases are made at Coop for more than 100 francs. The gift card will be sent to customers in November 2020 after the end of the promotion.
Valencia implemented the campaign in terms of communication, combining a variety of channels. "The campaign is a good example of a cross-media communication structure, which extends from the online and offline channels to the POS," explains consultant Claudia Paganini. Accordingly, the individual messages were adapted to the function of each channel and weighted differently. "Especially in the TV spot, where time is limited, a balanced prioritization of the messages was central," says concept designer Sebastian Refardt.
In addition to a 10-second version, a special short tag-on was created for use on TV, which is attached to the existing weekly campaign advertising. Other measures included moving image banners, radio spots, advertisements, a self-mailer and various POS measures.
"The big anniversary collector's pass" runs until October 25, 2020 at Coop and Coop.ch.
Responsible at Coop: Adrian Steiger (Head CRM, Analytics & Digital Marketing); Samuel Libis (Head Supercard & Clubs); Alain Comment (Head Marketing Supercard & Clubs); Jacqueline Wendelspiess (Project Manager Supercard); Céline Châtelain (Project Manager Supercard Marketing); Nicola Schöpfer (Project Associate Supercard Marketing); Rebekka Kündig (Project Manager Supercard Digital Services); Joachim von Allmen (Head of POS Advertising); Simon Flatt (Head of Media); Karin Rieth (Head of Media Classic); Lukas Schmid (Senior Project Manager Digital Media); Rahel Kühne (Head of Social Media & Online Campaigning). Responsible at Valencia Communication: Tommy Schilling (Creative Director); Claudia Paganini (Senior Account Director); Corinne Winter (Junior Consultant); Sebastian Refardt (Senior Copywriter); Béa Otto (Art Director); Linda Lunati (Graphic Designer); Marina Onofri (Polygrapher); Sylvia Schneider (Polygrapher). Responsible at Boutiq: Mike Huber (Director); Chantal Gugger (Producer); Marco Fischer (Head of Animation). Responsible at HitMill: Roman Camenzind (Executive Producer); Fred Herrmann (Composer, Producer); Noemi Mathis (Project Manager). Responsible at TW Media: Stephan Küng (Overall Responsibility); Manuela Renner (Media Planning); Pearl Kathriner (Senior TV Planner); Damiano Vitali (Head of TV); Sven Däschner (Head of Online).
