Guaranteed pleasure

Elektronik Euro RSCG is profiling M-Electronics as a service leader with a new campaign. Anyone who buys a new plasma TV today can get great prices everywhere - but they have to do without competent advice, after-sale services or even fast and free home delivery. Not so at M-Electronics. In line with the philosophy "Shopping at Migros should be a pleasure", the customer comes first, alongside quality at reasonable prices. That is why M-Electronics has always offered various services. Now the specialist electronics store is expanding its leading position in the area of service competence even further, with Euro RSCG Zurich developing the communication for the entire presentation. The various services were summarized in a service package under the concise term "PlusPlus". As an invention of the agency, "PlusPlus" goes beyond pure advertising and presents itself cross-media as a customer loyalty program. The print campaign now uses tongue-in-cheek humor to communicate individual services such as free home delivery, a low price guarantee and a 2-year guarantee on all appliances.
The "free home delivery" plus also provides the basis for the first image spot. It was directed by Rick Lenzing. The film follows two likeable M-Electronics delivery men as they set off on their daily customer rounds. The viewer is in for a big surprise when it becomes clear where they have to deliver the plasma TV. But the professionals from M-Electronics offer an uncompromising service to the customer. They embark on the "customer service" adventure together with the television.
The claim, which has also been redesigned, sums up the service positioning in an emotional way: "M-Electronics. Guaranteed pleasure."
Andreas Panzeri