Migros relies on memes, chatbots and festival competitions for youth marketing

Hardly anyone likes Mondays. Yet it is a day like any other - at least if you have the right attitude. At the beginning of the year, M-Budget decided to dedicate a campaign to the first day of the week in order to anchor this positive idea among the young target group. The popular phrase #TGIF (Thank God It's Friday) was quickly changed to #TGIMonday and the week was ushered in with content and promotions.Monday Memes and Grumpy DorisIn addition to the Monday Memes, which use humor to draw attention to the advantages of montages, the campaign also included a festival competition, where users could win M-Budget festival packages for the five biggest Swiss festivals over a period of six weeks. To do so, they had to prove to Grumpy Doris live on the phone that THEY deserved the tickets. Not easy, because Grumpy Doris only gave out the tickets under difficult conditions. The conversations with the grumpy granny, which were shared with the M-Budget community via Facebook Live, reached over 1.5 million people in just six weeks. In total, Grumpy Doris received almost 64,000 calls.https://www.youtube.com/watch?v=4sac0E4FTnQ&feature=youtu.beIn-store measures and vacation chatbotThe "Blind Shopping" in-store challenge built on the success of Grumpy Granny. The campaign was implemented in a Migros store, filmed and then shared on the official M-Budget Facebook page.https://www.youtube.com/watch?v=nW3wUHt2DJw&feature=youtu.beAuch The latest prank took place in a Migros store. For "Comediankasse mit Charles", Swiss comedian Charles Nguela commented on various purchases made by real Migros customers.https://www.youtube.com/watch?v=n2HiMW5LtE0&feature=youtu.beMit "Nasty Charlie" is now launching another highlight: the new chatbot regularly raffles off travel vouchers, but needs to be convinced with creative reasons. Players can tell Charlie why they deserve a dream vacation right now. The chatbot responds to boring and simple-minded arguments with cheeky and unique rejections. And the chatbot also doesn't like to read gutter language or groom-like behavior. Only really special ideas are rewarded with a possible win. "Charlie" is the first chatbot to be designed and programmed from scratch specifically for the M-Budget campaign. Charlie learns from the players' answers and constantly refines his demands and rejections, and the campaign was implemented by Jung von Matt/Limmat. Other external partners: TrueStory AG (film), TitPit (event agency), Christina Baeriswyl (illustration), OMD Peter Schachtler (OMD Account Manager), Verena Wieder (OMD Head of Digital Activation), Webrepublic AG