New LGK: Anniversary campaign for Interio

Interio is turning 40 this year, and to mark the occasion, the furniture store gave its customers a 20 percent discount on its entire product range for four days last week. The promotion was also a happy surprise for Interio. Customer frequency at the POS was doubled.

Editorial - March 12, 2014

The anniversary campaign was conceived and realized by the Neue LGK agency. The big challenge for the agency was to reach as many people as possible from "zero to one hundred". Because it was a "birthday surprise," the utmost secrecy was called for: the public was not to find out about the campaign in advance.

The cross-media campaign achieved a high frequency at the POS and in the online store within a very short time thanks to dominant measures and a high reach. The package of measures implemented for Big Bang included a jacket ad in 20 Minuten, POS materials ranging from paper bags and postcards to rotairs, radio spots, and online banners. The campaign was supported by PR measures and a promotion in downtown Zurich.

During the anniversary year, Interio is offering discounts of up to 40 percent on selected furniture and home accessories for 40 weeks. These promotions will be communicated in a newsletter and selective campaigns. In this way, the reach and frequency of the Big Bang can be successfully leveraged until the end of the year.

Responsible at Interio: Reto Waidacher (CEO), Bettina Korn (Head of Marketing), Sabine Schneider (Marketing), Eric Salzmann (Head of E-Commerce), Larissa Chee (Marketing E-Commerce). Responsible at Neue LGK: André Benker, Hans Tanner (Creative Direction), Stephan Wittwer (Art Direction), Heike Gross (Text), Marion Kähler, Miro Pfister, Jeannine Moser (Graphics), Lars Müller, Linda Frunz, Nick Schoberth, (Consulting), Ansichtsache (Prepress).