Slovenia’s leading retail chain wanted to strengthen its perception as an affordable brand and enable its customers to participate in creating the brand story.
We decided to take Spar out of the usual advertising slots and make it a part of the TV show VIP Show. The audience in each episode participated in fun games in which they were lowering the prices of Spar products.
The TV show’s viewers were satisfied
The lowered prices resulted in satisfies consumers
The VIP price became synonymous with a good deal
Higher demand for VIP low-cost products compared to regular offers