Valencia Kommunikation creates magical TV spot for Coop Supercard
The Coop Supercard is full of surprises. A surprising, modular TV commercial—produced by Valencia Kommunikation in collaboration with Wirzfraefelpaal Productions—shows all the things you can do with it and how customers benefit.
Supercard - Coop's bonus program - offers customers countless benefits. However, many customers are not aware of everything their Supercard can do, from paying with points to participating in collector's passes to benefiting from special promotions. An entertaining TV commercial is therefore designed to raise awareness of the program's diversity and the digital services of the Supercard app.
This is where the magician comes into play. He stands at the Coop checkout with his Supercard and surprises the cashier and other Coop customers with funny illusions, each of which explains an advantage of the Supercard: He makes a shopping bag appear, turns his T-shirt into a Supercard, or pours himself a coffee with his cell phone. The clever thing about it is that the spot has a modular structure and individual Supercard benefits can thus be weighted differently. "The spot manages to convey a maximum of information in the shortest possible time and is also fun," says Valencia Creative Director Tommy Schilling. The spot is currently available in five variants of varying length, ranging from 9 to 25 seconds. Each variant focuses on a different Supercard benefit.
The spot was shot within one day in a real Coop branch. The real magic then happened in digital post-production. A particular challenge in the conception was to explain the countless features and advantages of the Supercard in a separate trick. And the spot had an effect: after the first placements, the Supercard website showed a significant increase in interest. Lukas Jung, Head of Marketing at Coop Supercard, who was particularly impressed by the modular structure of the spot, is satisfied: "With the spot, we succeeded in showing the diversity of the Supercard program in an original and witty way."
Responsible at Coop: Thomas Schwetje (Head of Marketing/Digital Services), Sacha Zuberbühler (Head of Marketing Communications), Evelyn Howell (Project Manager Coop Advertising), Lukas Jung (Head of Marketing Coop Supercard). Responsible at Valencia Communication: Tommy Schilling (Creative Director), Sebastian Refardt (Senior Copywriter), Melanie de Roche (Senior Account Director). Responsible at Wirzfraefelpaal Productions: Stefan Fraefel (Executive Producer), Gabi Benz (Producer), Adrian Wisard (Director).
