TYPE OF EVENT:
- POS Promotion
- 200,000 on 900 campaign days
Sensational Müller anniversary communication campaign.
The 60th anniversary of Müller pharmacy was supposed to be a big, glittering celebration for all customers. Under the motto “Müller turns 60 and you get the gifts”, the aim was to offer customer-oriented communication and fun for the whole family. It quickly became clear: The celebrations were to take place not only at the Müller headquarters in Ulm, but also at Müller stores throughout Germany.
One occasion, 900 jubilee campaigns, Germany-wide
Söllner Communications developed and coordinated a spectacular and turnover-inducing national roadshow event. On more than 900 campaign days, similar events for the whole family took place to thank Müller customers for their 60 years of loyalty.
Whether a music quiz about hits from the last 60 years, toasting with some sparkling wine, children’s make-up or a professional photoshoot – with our help, Müller succeeded in creating lasting memories.
FOR MÜLLER PHARMACY.
Our long-standing collaboration with the customer Müller and 40 years of market experience helped us to develop ideas and a concept for the roadshow. But that was only the beginning. As soon as the campaigns had been defined, the task was to create the tour, undertake operational planning, to coordinate the dates with the individual markets, and much more.
CASTING, TRAINING AND HOTEL BOOKINGS – A ROADSHOW.
Before us lay research work, casting, training and coordination of our service providers for the implementation of the individual event campaigns. In the end, 27 promoters went on tour. Logistics planning was also a challenge: Hotel bookings, vehicle arrangements and a 24/7 emergency service were only some of the tasks for our event team.
EVERYTHING RAN LIKE A CLOCKWORK.
Campaign materials had to be coordinated and sent out on exactly the right days. The creation of necessary promotional materials, such as flyers, and the design of the promotion stands, also took place in our 360-degree communications agency. During the campaign, our event experts also conducted mystery-shopping tests and quality checks. Then came the follow-up: Photo permissions were obtained, photographs were sent to all participants and the roadshow was evaluated.
Sustained enthusiasm and increased frequency at the PoS.
With the help of local adaptations and various types of events, customers were able to experience the year-round anniversary in a way tailored to their needs. This enabled Müller to remain present with positive impetus and experiences throughout the entire anniversary year. The overall result was also impressive: an emotive customer approach and lasting customer loyalty as the result of targeted live communication – and, in addition to the many positive micro moments, lots of impulse purchases and cross buying.