Campaign: "PSP tournament in all Video Seven net stores"
Title: "Tear them apart" ("Σκίστε τους")
Award category: Retail category
Agency: Adel Saatchi & Saatchi
Is it possible a 35.000€ -all included- brand promotion campaign to outscore huge communication budgets of retail giants like Vodafone stores and Germanos stores? Yes it is!
The campaign aimed to increase 16-24 years old consumers' traffic in Video Seven retail chain with the benefit to test and get PS3 prizes. What we did then was to bring the phrase "tear-apart" your opponent visually live in communications. Promoters' teams in HORECA locations near the chain's distribution gave away teared-apart material to reinforce the notion of wining opponents in an in-store PS3 tournament.
Along the distribution of this leaflet, a 15'' post-produced (low-cost) TVC aired to boost campaign launch and mechanism awareness for only 1,5 week. The end-result was to have 24.000 16-24 yrs. old tournament participants in 15 days only, being pushed by word of mouth while Video Seven had no visit rates of this age group until then. Gold award, gold results.
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