25 minutes of Coop TV every day
Bonaparte is using commercials and ads to whet viewers' appetites for the major retailer's infotainment show
Bonaparte uses commercials and advertisements to whet the appetite for the major distributor's infotainment showBy Luca Aloisi Coop has created the biggest PR box ever placed on Swiss television. Since last Monday, the Basel-based wholesaler has been broadcasting daily
the infotainment magazine "Telescoop". Bonaparte is promoting the format.
Due to unsatisfactory ratings, SF 1 dropped the two problem children of the former SF editor-in-chief - "MittagsMagazin" and "Trend" - from the program at the beginning of the summer schedule. Now Coop is adding a 22-minute infotainment program to the lunchtime schedule. Since September 2, the long-running commercial produced by B&B Endemol in the TPC studios has been broadcast on weekdays - at 12.30 p.m. on SF 1 and at 4.30 p.m. on SF 2. The two TSR channels will broadcast the French-language counterpart at different times.
In terms of content, "Telescoop" covers the product range of the Coop Group and its business partners in 220 broadcast minutes per week. As the programme is seen as an advertising investment and a tool "to optimize quantitative values", it does not necessarily have to be self-supporting, says project manager Didier Peier. "Ultimately, the price-performance ratio must always be set in relation to the overall effect." He remains silent about the budget of the new instrument in the communication mix.
Coop is increasing its TV presence because it wants to live up to its claim of being "the closest wholesaler to the customer in Switzerland". Coop is focusing on the long-term trends of freshness, joie de vivre, health, convenience and dynamism at business and communication level.
Head of Marketing Heino Peier did not want to say whether "Telescoop" has led to a reallocation or even an increase in the advertising budget. Absolute discretion is also maintained when it comes to business partners. Coop is still in negotiations with some of them. The new type of advertising window should also attract branded articles that would otherwise forego the most emotional medium for cost reasons.
For the "Mittwochsstudio", the big sister does not mean a break, but a slight repositioning towards more customer service. The race for reach and ratings can now begin. Project manager Didier Peier: "In connection with the integration of the business partners, we relied on the total reach - all stations combined - and came up with an initial capital of around 1,500,000 on average."
Migros does not yet know how it will react to Telescoop
Based on the broadcast concept, the makers are convinced that they can gain market share. To keep the program entertaining, six sections are planned, all of which - from the super tip to the cooking block to the viewer competition - have a strong connection to Coop's product range. The motto is: being well informed means better shopping, as Marketing Manager Heino Peier is quoted as saying in Coop's customer magazine.
For the time being, the new advertising format must appeal to viewers' tastes. The fact that this is not exactly demanding at the given broadcasting time should help to overcome the staid image that infomercials have. The Basel first mover does not fear a TV magazine from the competition. Is he right? When asked, Urs P. Naef, Deputy Head of Corporate Communication at the Federation of Migros Cooperatives, said sibylline: "To date, no decision has been made as to whether or how Migros will react to the new lunchtime magazine 'Telescoop'."
The Zurich agency Bonaparte, which was commissioned to promote the programme, implemented a broad campaign comprising four TV commercials, testimonial ads, POS measures as well as program and small ads. For the implementation, the team led by CD Guillaume Borel focused "on proximity to the consumer". Borel: "We show people from all age groups and social classes who tell the viewer why they watch 'Telescoop'." A television serves as the key visual, which runs like a common thread through the entire campaign.
the infotainment magazine "Telescoop". Bonaparte is promoting the format.
Due to unsatisfactory ratings, SF 1 dropped the two problem children of the former SF editor-in-chief - "MittagsMagazin" and "Trend" - from the program at the beginning of the summer schedule. Now Coop is adding a 22-minute infotainment program to the lunchtime schedule. Since September 2, the long-running commercial produced by B&B Endemol in the TPC studios has been broadcast on weekdays - at 12.30 p.m. on SF 1 and at 4.30 p.m. on SF 2. The two TSR channels will broadcast the French-language counterpart at different times.
In terms of content, "Telescoop" covers the product range of the Coop Group and its business partners in 220 broadcast minutes per week. As the programme is seen as an advertising investment and a tool "to optimize quantitative values", it does not necessarily have to be self-supporting, says project manager Didier Peier. "Ultimately, the price-performance ratio must always be set in relation to the overall effect." He remains silent about the budget of the new instrument in the communication mix.
Coop is increasing its TV presence because it wants to live up to its claim of being "the closest wholesaler to the customer in Switzerland". Coop is focusing on the long-term trends of freshness, joie de vivre, health, convenience and dynamism at business and communication level.
Head of Marketing Heino Peier did not want to say whether "Telescoop" has led to a reallocation or even an increase in the advertising budget. Absolute discretion is also maintained when it comes to business partners. Coop is still in negotiations with some of them. The new type of advertising window should also attract branded articles that would otherwise forego the most emotional medium for cost reasons.
For the "Mittwochsstudio", the big sister does not mean a break, but a slight repositioning towards more customer service. The race for reach and ratings can now begin. Project manager Didier Peier: "In connection with the integration of the business partners, we relied on the total reach - all stations combined - and came up with an initial capital of around 1,500,000 on average."
Migros does not yet know how it will react to Telescoop
Based on the broadcast concept, the makers are convinced that they can gain market share. To keep the program entertaining, six sections are planned, all of which - from the super tip to the cooking block to the viewer competition - have a strong connection to Coop's product range. The motto is: being well informed means better shopping, as Marketing Manager Heino Peier is quoted as saying in Coop's customer magazine.
For the time being, the new advertising format must appeal to viewers' tastes. The fact that this is not exactly demanding at the given broadcasting time should help to overcome the staid image that infomercials have. The Basel first mover does not fear a TV magazine from the competition. Is he right? When asked, Urs P. Naef, Deputy Head of Corporate Communication at the Federation of Migros Cooperatives, said sibylline: "To date, no decision has been made as to whether or how Migros will react to the new lunchtime magazine 'Telescoop'."
The Zurich agency Bonaparte, which was commissioned to promote the programme, implemented a broad campaign comprising four TV commercials, testimonial ads, POS measures as well as program and small ads. For the implementation, the team led by CD Guillaume Borel focused "on proximity to the consumer". Borel: "We show people from all age groups and social classes who tell the viewer why they watch 'Telescoop'." A television serves as the key visual, which runs like a common thread through the entire campaign.
