Last but not least: Poster exhumed
To demonstrate how consistent its pricing is, Migros in Turkey has breathed new life into old posters.
Migros Türk is the largest supermarket chain in Turkey, but no longer has anything to do with the former Swiss parent company and is now owned by a British holding company. What has remained is the logo, which corresponds to that of Swiss Migros from the 1980s (except for the i-dot to distinguish it). Migros founded the subsidiary in 1954, but released it into independence in 1974 - with permission to continue using the Migros name and features.
To demonstrate that Migros Türk does not adjust its prices upwards despite the high rate of inflation, McCann Istanbul provided very comprehensible and eye-catching proof: At poster sites, the stacked posters were torn open to reveal last year's subjects with last year's prices. In combination with the words "last year's prices" on the new posters, this was a pretty effective way of communicating that you're not just talking, you're right. A good idea, which McCann already had for Univeral Music in Denmark. But within the agency group, you can let yourself be inspired with a clear conscience. (hae)
