Coles Staff photo, Circa 1960
My chosen campaign is the Coles “Prices are down and staying down" The campaign has been going for about a year now, Ad agency BBD originally held the account but since March 2011 it is exclusively handled by Big Red.*1
The campaign features a large red hand, a catchy jingle(down down, sung to the tune of the 1964 hit song Down Town by Petula Clark)
The campaign has been run over various media from print, television advertising, sponsorship of masterchef and it has been reported that in July 2011 there will be a Facebook page launched by Coles.*2
I have looked long and hard and am yet to find it (was it removed?)
After brief look over Coles sales results you could say the campaign has been a success, for the last 12 months Coles has outperformed its nearest bigger retail competitor Woolworth with sales up 6.7% over the previous 12 months compared with Woolworths 4.6% *3 as well as outperforming other retailers Bunnings Warehouse, Target, Kmart and Officeworks.*4
References
1 http://www.campaignbrief.com/2010/12/ted-hortons-big-red-agency-tak.html
2 http://www.watoday.com.au/business/internet-critics-discount-coles-campaign-but-retailer-unfazed-20110707-1h4eo.html
3 http://www.insideretailing.com.au/IR/IRNews/Coles-trumps-Woolies-in-sales-growth-1787.aspx
4 http://www.supplychainreview.com.au/news/articleid/75034.aspx
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