Monroe launches federal advertising campaign
One of the largest players in the footwear market in Russia - the chain of footwear supermarkets "Monroe" - announces the launch on May 7, 2012. stimulating campaign for buyers "Easy prices". As part of the campaign, the network stores will set uniform prices for some models: for women's and men's shoes of the summer collection - 590 rubles, for children's shoes - 390 rubles.
“The action“ Light prices ”is a traditional spring-summer offer, when, along with new collections, shoe models are offered with a substantial discount. This action is part of the shoe affordability policy, which the Monroe company adheres to, - comments Andrey Kalmykov, marketing director of the Monroe shoe chain. - "Monroe" is one of the leaders in the Russian footwear market, and, above all, a customer-oriented company. A large retail network and a high level of sales allow us to receive the best conditions from suppliers and, as a result, provide customers with interesting price offers on the eve of each new season. "
The main idea behind the positioning of the campaign is the affordability of prices and ease of shopping in the shoe supermarkets "Monroe". This idea was realized through the name of the action itself and visualization. The visualization was developed by the creative team at Monroe.
Advertising models 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 further supported by an elegant font.
A wide advertising campaign covering all the cities where the Monroe network operates, which is more than 65 cities, is intended to highlight the "Light Prices" campaign. Promotion will be carried out through the main communication channels. ATL will include: television, internet, print media, transportation, including metro and commuter trains, outdoor advertising, residential elevators; BTL - promotions.
Television coverage will involve both regional TV channels and federal channels: Channel One, TNT and NTV.