Heart saving pen
Furniture stores - Publicis launches a new TV campaign for Möbel Pfister to promote sales and polish up the image of the furniture retailer.
Furniture stores - Publicis launches a new TV campaign for Möbel Pfister's clearance sale and polishes up the furniture retailer's image Not only bargain hunters have been on the prowl all year round since the liberalization of the clearance sale. Promotional advertising is also increasingly popular with advertising agencies. The repeal of the regulation on time-limited sales has changed the way price promotions are communicated. Advertisers have filled the gap left by the obsolete addition of "officially approved" in the advertising space, spicing up the formerly "cheap" form of communication, which was only aimed at instant sales, with visual differentiation elements. While some made their pig-belly ads the focal point of the brand claim - for example the Media-Markt chain with "Pay too much? I'm not stupid!" -others, such as the retail giant Migros, introduced a discount brand such as M-Budget with correspondingly extensive marketing resources.
As the turnover franc also requires high customer frequency in the furniture sector - by November 2002, the cumulative turnover of furniture retailers had fallen by two percent compared to the previous year - the concise sale presentation has also become the mainstay of turnover in the furnishing sector.
A red pen with emotionThe furniture store Möbel Pfister in Suhr recognized the signs of the times around seven years ago. Shortly after Christmas 1995, the market leader responded to the growing competitive pressure by introducing the sale red pen. This was a successful trick for the broad target group, as the integrated communication tool of the then in-house agency GGK Basel was well established thanks to continuous declination - later by Lowe.
Following a pitch, Möbel Pfister entrusted the advertising agency Publicis and its Factory with the overall budget. The agency, which also knows how to use blue pencils successfully, created a new red pencil campaign to kick things off, which is likely to cause a stir in today's permanent sale culture thanks to its irony. "Now we're letting the red pencil loose in everyday life too, and it's not just cutting prices as usual - the short stories take an amazing turn," explains CD Markus Gut.
In a coffee commercial parody, the pen takes on a life of its own and quickly deletes the "50" on the birthday cake, loudly replacing it with a lower franc amount. At a ski race, Möbel Pfister cheekily transforms third place into a 1.95 franc ranking. Even tough diets are downgraded by Pfister's savings pen - 90 kilos shrink down to 65 francs. "We wanted to communicate our offers less directly, but bring more excitement and entertainment to these appearances," explains Thomas Jaeggli, member of the management board and head of marketing at Möbel Pfister.
Turned positiveThe three commercials not only play with the numbers, but also have a positive surprise at the end. "We use a red pencil to turn events that tend to be coded negatively into positives, with which we want to increase the goodwill for Möbel Pfister," says Gut. To accompany this, five new billboards in front of the "Tagesschau" highlight the core competencies - from the breadth of the product range to the typical services offered by Switzerland's largest furniture retailer.
Everything negative is turned into a positive by the Publicis eyes for Möbel Pfister's new TV commercials.
As the turnover franc also requires high customer frequency in the furniture sector - by November 2002, the cumulative turnover of furniture retailers had fallen by two percent compared to the previous year - the concise sale presentation has also become the mainstay of turnover in the furnishing sector.
A red pen with emotionThe furniture store Möbel Pfister in Suhr recognized the signs of the times around seven years ago. Shortly after Christmas 1995, the market leader responded to the growing competitive pressure by introducing the sale red pen. This was a successful trick for the broad target group, as the integrated communication tool of the then in-house agency GGK Basel was well established thanks to continuous declination - later by Lowe.
Following a pitch, Möbel Pfister entrusted the advertising agency Publicis and its Factory with the overall budget. The agency, which also knows how to use blue pencils successfully, created a new red pencil campaign to kick things off, which is likely to cause a stir in today's permanent sale culture thanks to its irony. "Now we're letting the red pencil loose in everyday life too, and it's not just cutting prices as usual - the short stories take an amazing turn," explains CD Markus Gut.
In a coffee commercial parody, the pen takes on a life of its own and quickly deletes the "50" on the birthday cake, loudly replacing it with a lower franc amount. At a ski race, Möbel Pfister cheekily transforms third place into a 1.95 franc ranking. Even tough diets are downgraded by Pfister's savings pen - 90 kilos shrink down to 65 francs. "We wanted to communicate our offers less directly, but bring more excitement and entertainment to these appearances," explains Thomas Jaeggli, member of the management board and head of marketing at Möbel Pfister.
Turned positiveThe three commercials not only play with the numbers, but also have a positive surprise at the end. "We use a red pencil to turn events that tend to be coded negatively into positives, with which we want to increase the goodwill for Möbel Pfister," says Gut. To accompany this, five new billboards in front of the "Tagesschau" highlight the core competencies - from the breadth of the product range to the typical services offered by Switzerland's largest furniture retailer.
Everything negative is turned into a positive by the Publicis eyes for Möbel Pfister's new TV commercials.
Luca Aloisi
