A dynamic reminder of special deals

DESCRIPTION

The 2008 financial crisis had a strong impact on retailers in the Dominican Republic, forcing businesses to cut out brand advertising and go for discount-led communications. The result was a retail war taking place throughout all media including radio, press and TV, with a lot of clutter and a lack of creativity.

Superstore La Sirena came up with a unique way of standing out from the advertising crowd on TV. La Sirena negotiated with the channels that broadcasted the 5 top soap operas to find a more engaging way of communicating the store’s latest offers. The solution was a superimposed banner that reacted to the content of the shows with funny messages and a suggested item on offer. The shows were scanned a week before their air date to find items that looked similar to those on offer at La Sirena. Then, during the broadcast, at any given moment, the banners appeared with funny messages within the context of the actions and the article that was being promoted. For example, a kissing scene would be accompanied by a message pointing at the couple and saying “Chewing gum and mints for fresher breath”.

More than 200 banners were created with a range that reached a wide range of consumers. In the ranking of most admired companies compiled in 2008, La Sirena rose with a 50.9%.

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