July 1st, 2011
Super Suzie and the Price Busters team
When the Enigma team get together to launch a campaign, they go hard. GPT Charlestown Square wanted to increase traffic through its Fresh Food and Convenience Market and, thanks to “Super Service Suzie” and the team, that’s exactly what happened. Price Busters was a hectic 12 weeks that saw Enigma pull off 12 photo shoots, 13 TVCs, 13 Press ads, 13 live radio reads and 600,000 flyers.
Charlestown Square’s fresh food range is huge and the prices competitive, with weekly specials to make household budgets sing.
Enigma’s mission was to blitz the market by spreading the word and drawing shoppers to the centre to experience the ease and variety at Charlestown Square.
We knew good product and genuine savings were the perfect attraction and came up with Price Busters – a campaign based around some incredible weekly specials.
This idea, when combined with strategically placed media, amazed everyone with its success. On the first day of the campaign, Woolworths sold out of its advertised product – Huggies nappies – that day.
Rump steak, milk, bread, eggs, Kit Kats and jam proved just as successful, with Hunter Valley Growers Market selling 1700 jars of black cherry jam in a week.
Super Suzie (AKA account manager Suzie Ninevski) said the campaign was hectic, but “hugely successful and completely rewarding”.
“It was a great team effort – our media team worked really hard to secure great placements and our edit suite was running hot to produce the TVCs,” Suzie said.
“Not only did we manage 12 photo shoots, 13 TVCs, 13 press ads, 13 live radio reads and 12 flyers dropped at 48,000 homes, we also produced EDMs, online ads, counter cards, centre signage, coupon vouchers for a daily giveaway and floor decals.
“It was a team effort that began with strategy and ended in success for our client.”
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July 1st, 2011 at 4:41 pm
Enigma Communication Says:
Those girls rock !!!!