Creative Gallery on Sustainability Communications

 

 
"Copacabana" For The Co-operative Group
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Philosophy/Solution

This paper disproves the theory that, in the retail sector, promotion-led campaigns are more effective in generating incremental revenue than brand-led campaigns.

Results

The Co-op Creatures campaign created genuine warmth for a brand which, against the grocery retail giants, had the disadvantages of unmodernised stores and few newsworthy messages. This translated directly into revenue: between its launch in July 2000 and the end of 2003, on a spend of just £16m, the campaign added £166m directly to the Co-op’s turnover, and helped turn the Co-op into the UK’s No.1 convenience retailer.

Title"Copacabana"
AgencyEuro RSCG London
CityLondon
AdvertiserThe Co-operative Group
Brand NameCo-Op
Sustainability Themes Consumption Patterns, Production Patterns
Date of First Publication N/A
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
LanguageEnglish
TypeTelevision & Cinema
TaglineWe Go Further So You Don't Have To
Length30 seconds
Awards -IPA Advertising Effectiveness Awards, 2004 (Entrant)
   
Account Planner: Alice Schaffer
Advertising Manager: Ged Carter
Creative Director: Dave Stansfield ,  Phil Wilce
Others: Alice Schaffer