Migros launches big summer promo
The "Murmelmania" summer promotion launched by Migros plays on the Panini effect: for every CHF 20 spent, you get one of a total of 32 different marbles to collect, play with and swap. The customer loyalty and image campaign, which is aimed at families with children, will run until September 30, 2008.
A network of agencies under the aegis of Alborghetti Communications is launching a summer promotion called "Murmelmania" for Migros throughout Switzerland from July 1. For three months, marbles featuring the Migros Lilibiggs children's figures will be available to collect, play with and swap in all branches, restaurants and many specialist stores. The aim is to increase customer loyalty in the families with children segment and to promote sales and image. The target group is families with children between the ages of four and eleven, and the concept was developed by the Dutch agency Nebus Loyalty, which oversaw the implementation. Alborghetti Communication realized the communication concept and consulting and determined the advertising material together with Z.B.Werbung. Exxtra Kommunikation was responsible for consulting, overall coordination of the communication disciplines, the events and the TV commercial. Flowcube was entrusted with PR and Station AG with the website and online advertising. The Lilibiggs are a creation of Michael Meister.
The promotion focuses on collecting 32 marbles and a joker marble for a solitaire and collectible game board. One marble is free for every 20 francs purchased. Various accessories were produced as further promotional elements. Direct mailings, an information flyer, around 20 different POS advertising materials, advertisements for the in-house, Sunday and general press, the website www.murmelmania.ch, a comprehensive online campaign and a TV commercial serve as communication tools. Murmelmania" will run until September 30, 2008.
Responsible at the Federation of Migros Cooperatives:
Wolfgang Schuster (Head of Market Development for the supermarket/consumer market), Eliane Züger (project employee) and Christine Purgly (Head of Children's Marketing).Bodenkleber
Cash divider
Rotair
Backplate
Carrier bag
