ROSSMANN+ DISCOUNT CARD INTEGRATED LAUNCH CAMPAIGN
A successful campaign built on desires
- Creative Concept
ROSSMAN launched its new loyalty program in late 2018, centering it around the ROSSMAN+ card which offers customers discounts. The objective of the campaign was familiarizing customers with the ROSSMANN+ loyalty program and card, as well as positioning the brand as a trendy, modern cosmetics shop which gives more to those that want more.
Since the target audience can most easily be reached through television, the backbone of the campaign was a commercial series consisting of 3 parts that were based on one another and keep the communication covered for the whole year. The creative concept focused on ehnancing women’s desires and showing how good can become even better. The central visual element of the campaign was the + sign from the name of the card, which is connected to ‘more’, extra experiences. In the second phase of the campaign, the previously introduced desires were presented to the target audience, and in the third phase possibilities to meet tailor-made needs surfaced as well.
During the campaign terms, we went from general advantages to personal messages to gradually gain the trust of the consumers. The concept proved to be exceptionally successful in as early as a few months, and the results exceeded all expectations: thanks to the campaign, the company managed to meet the ROSSMANN+ card launch KPIs 6 months earlier.