Monroe Launches Federal Advertising Campaign
One of the largest players in the Russian shoe market - the Monroe shoe supermarket chain - announces the launch of 7 on May 2012. incentive campaign for buyers “Easy prices”. As part of the action, uniform prices will be set for some models in the stores of the network: for women's and men's shoes of the summer collection - 590 rubles, for children's shoes - 390 rubles.
“Promotion“ Easy prices ”is a traditional spring-summer offer, when along with new collections shoe models are offered at a substantial discount. This promotion is part of the Monroe shoe accessibility policy, says Andrei Kalmykov, marketing director for the Monroe shoe network. “Monroe is one of the leaders in the Russian shoe market, and, above all, a customer-oriented company. A large retail network and a high level of sales allow us to get the best conditions from suppliers and, as a result, provide interesting price offers for customers on the eve of each new season. ”
The main idea of the positioning of the action is the affordability of prices and the ease of shopping at Monroe shoe supermarkets. This idea was realized through the name of the action itself and visualization. Visualization was developed by the creative team of Monroe.
Advertising layouts are made in delicate colors, and represent a “weightless” pair of summer sandals, the airiness of which is emphasized by the fluttering butterflies surrounding it. The concept of "lightness" is additionally supported by an elegant font.
A wide advertising campaign covering all cities of the Monroe network presence, which is more than 65 cities, is called to illuminate the “Easy Prices” campaign. Promotion will be through the main channels of communication. ATL will include: television, the Internet, print media, transportation, including subways and suburban trains, outdoor advertising, elevators of residential buildings; BTL - promotions.
Within the framework of television coverage, regional TV channels and federal channels will be involved: Channel One, TNT and NTV.