Rossmann
Creation of ROSMANN+ TVC and campaign

At the end of 2018, ROSSMANN launched its new loyalty programme, the centrepiece of which is the ROSSMANN+ card, which offers discounts to customers. The aim of the campaign is to introduce customers to the ROSSMANN+ loyalty programme and the card, whilst also positioning the brand as a trendy, modern chemist’s that offers more to those who want more.

As the target audience is most easily reached via television, the greatest challenge was the need to create and film a three-part series of adverts for the campaign all at once, all of which are based on the same creative platform, covering the entire year’s communications and offering consumers an emotional connection alongside the rational benefits.

The creative concept behind the campaign centred on the key promise of the ROSSMANN+ card: ‘Plus’. The strategy we developed was based on the insight that women are not just looking for discounts, but for those little extra experiences that make everyday life just that bit better. The communication therefore focused on the world of women’s desires and showed how something good can become even better with the help of ROSSMANN+.

The visual and thematic leitmotif of the campaign was the ‘+’ symbol, which also appears in the card’s name, symbolising in every instance the added value, the extra attention and the personalised benefits. The three-part series of adverts was built on a unified creative platform, brought together by a consistent visual style, an easily recognisable musical concept and a story that gradually unfolds.

The first film focused on the launch of the programme and communicated that ROSSMANN+ is an opportunity well worth taking advantage of. In the second phase, the focus shifted to members of the target group, emphasising that more and more people were joining the programme, thus turning card ownership into a community experience. The third film showcased personalised offers and benefits, demonstrating how the card is truly tailored to individual needs.

The results of the campaign confirmed the success of the strategy within the first few months. The business and communication objectives associated with the launch of the ROSSMANN+ loyalty programme were significantly exceeded, with the company achieving the majority of its target KPIs nearly half a year ahead of schedule. The integrated campaign effectively drove growth in card registrations, whilst raising widespread awareness of the benefits of the ROSSMANN+ programme.

The communication not only highlighted the practical benefits but also forged a strong emotional connection between the brand and consumers. The creative platform, built around the idea of ‘plus’, successfully differentiated the programme from other loyalty schemes on the market, and helped ROSSMANN to strengthen its position in the eyes of the target audience as a modern, inspiring and customer-focused chemist’s brand.