No M better
Are children between the ages of 5 and 15 now supposed to trigger a sales frenzy at Migros through the Animalos, Spuukies, Robots, Pinkies, or the Luxious—capsules from the smallest planet in the Milky Way?
What it's all about: With a clever marketing strategy and a huge volume of advertising, our children, godchildren, grandchildren and great-grandchildren are terrorized with 48 different creatively designed, 33 mm tall, tumbling, pill-shaped figurines.
To get one of these "Nanos" with stickers, you have to make a purchase of at least 20 francs. On certain Joker days, there are also shiny, glittery or even golden Super Nanos. But for this, the mother has to buy at least 60 francs. Migros media spokeswoman Oliva Luginbühl said in an interview that the Migros marketing department is running this campaign for its customers as a small thank-you gift with a reward.
My opinion on this: If you want to reward the parents, who also have to earn the money in order to spend it at Migros, then the solution with the Nanomania invention is completely wrong.
On the contrary, the advertising agency certainly understood and interpreted the briefing perfectly and found a solution tailored to the target group (see article in WW 03, p. 12). Certainly, legal aspects were also precisely checked. However, I can well imagine that an agency with such a large budget would not even consider possible ethical concerns. The Nanomania campaign is a snake-catching operation, as it uses multimedia to strap inexperienced 5 to 15-year-olds in front of the Migros sales cart. Grandma, aunt, godmother, uncle - they all have to get as many of these "pills" as possible for their grandchildren, godchildren, etc. and stop shopping at Coop. The mother has long since tired of the junk and could also be annoyed by the stressful situation she is put in. Her positive preference for Migros could suddenly change. "Migros is fooling me with this nano-terror", she might think.
We know our children, who know no bounds when it comes to having all 48 figurines. The cost is 980 francs, not including accessories, which are also available to buy. As a father, you've only invested 100 francs in this hysteria in no time at all. It would be interesting to find out how much additional turnover Migros will generate with this customer reward campaign.
I think that Migros has been doing good, entertaining and funny advertising for a long time. However, the slogan "One M better" is less appropriate for this nano-invasion.
This week, after a lot of back and forth, I decided to get rid of my moth against Migros and Wirz in favor of unethical advertising.
Theophil Butzonce a star advertiser (Ringier), now an inspirer and, from now on, a mocker. "Not an easy role, but a necessary one, which I perform here every 14 days." Please send any relevant information to [email protected].
