The emoji are back: The popular characters known from Whatsapp and Co. are returning to the Coop as a collectible promotion. Beach cushions, swimming bags, beach balls and 5 different bath towels in emoji design are waiting to conquer the Swiss lakeshores and garden pools this summer. The agency Valencia Kommunikation successfully won the budget for this promotion in a pitch. In addition to the creative implementation, Valencia also presented strategic considerations. "The individual rewards of this promotion are attractive to different target groups. We wanted to take this into account with tailor-made communication," says Valencia CEO Michael Gerber.
Beach Life at the Coop
Valencia delivered the communication measures from a single source, from the striking visuals to the naming and the elaborately shot moving image. In order to spread an extra portion of summer feeling in the moving image, the film was shot in a real Coop branch, which was converted into a bathing beach with around 24 tons of sand and countless props. Within only 36 hours, the set had to be built up, the scenes shot and finally dismantled. A logistical challenge, which Valencia mastered together with the production company boutiq. "A demanding project, but a lot of fun," says director Mike Huber.
The result, underpinned by a snappy reggae number from Hitmill, is available as a 25-second spot, a 15-second cutdown and in the form of various 6-second bumper ads that focus on individual premiums, which makes more precise targeting possible. The idea of modularity was already taken into account in the conception of the moving image: "We deliberately tell a story whose elements can also stand on their own," explains Valencia CD Tommy Schilling.
The emoji summer promotion runs from 27 April to 9 June 2018 at Coop, Coop bau+hobby, coop@home, Coop City and Coop Restaurant. Customers will receive one collectible stamp for every 10 francs purchased. With 40 collector's stamps, you get an Emoji Badi accessory for free.
Responsible at Coop: Sacha Zuberbühler (Head of Marketing Communications), Vanessa Finzer (Head of Advertising), Evelyn Howell (Project Manager Advertising), Noemi Urwyler (Project Manager Market Development), Joachim von Allmen (Advertising POS Retail). Responsible at Valencia: Michael Gerber (CEO), Tommy Schilling (Creative Director), Sebastian Refardt (Senior Copywriter), Anett Oldenburg, Stefan Senn (Art Director) Marc Groth (Junior Art Director), Emanuel Plüss, Patrick Hublard (Polygraphy), (Iraklis Hungerberg (Senior Account Director), Margrit Weber (Consultant), Meret Renggli (Communications Planner). Responsible at Boutiq / Hitmil: Boutiq: Mike Huber (director), Chantal Gugger (producer), Marco Leisi (production manager); Hitmil: Fred Herrmann (composer & producer), Roman Camenzind (executive producer), Noemi Mathis (project manager).