| Title | AMPRIS |
| Brand | SOK/PRISMA |
| Product/Service | CLOTHING BRANDS |
| Category |
C03. Other Consumer Products (incl. Durable Goods) |
|
Entrant Company
|
MAKE IT SIMPLE Helsinki, FINLAND
|
|
Advertising Agency
|
MAKE IT SIMPLE Helsinki, FINLAND
|
|
Media Agency
|
CARAT FINLAND Helsinki, FINLAND
|
|
Production Company
|
FRONT DESK Helsinki, FINLAND
|
|
Production Company 2
|
VOLTTI GROUP Helsinki, FINLAND
|
|
Production Company 3
|
INTO DIGITAL Helsinki, FINLAND
|
Credits
| Jarkko Tuuri |
Make It Simple Oy |
Creative Director |
| Jukka Mannio |
Make It Simple Oy |
Creative Director |
| Pia Eiro |
Make It Simple Oy |
Account Director |
| Ilkka Alarotu |
SOK |
Vice President/assortments/pricing and marketing |
| Lauri Toivonen |
Sok |
Marketing Director |
| V-p Ääri |
Sok |
Vice President/Marketing And Customer Interaction |
| Satu Vilkman |
Sok |
Account Manager |
| Ulla Möttönen |
Sok |
Account Manager |
| Päivi Hole |
SOK |
Division Manager: Clothing/Sport |
| Outi Hohti |
SOK |
Communication Manager |
| Merja Metsävaara |
Front Desk |
Executive Producer |
| Marko Kulmala |
Insano Oy |
Storyteller/Producer of Disruption and Meaning |
| Maria Sjövik |
Insano Oy |
Producer |
| Noora Karhunen |
Front Desk |
Associate Producer |
| Pekka Hara |
Front Desk |
Director |
| Hena Blomberg |
Front Desk |
Cameraman |
Brief Explanation
PRISMA is an old Finnish hypermarket chain. Our insight was that it is not considered a very prestigious clothing outlet. The challenge was to tackle this prejudice.
The way we did this was to pull a marketing stunt whereby a new Swedish fashion outlet would soon be launched in Finland. It was called AMPRIS. The business idea for the outlet was to sell high-quality American brands at affordable prices. Later we revealed that the distribution for the AMPRIS concept would be taking place in Prisma hypermarkets.
Results and Effectiveness
The results were brilliant already in the first two weeks (unveiling 25 September 2015).
- This was the best launch in PRISMA’s 43-year history.
- PRISMA hypermarkets have been running at a loss for a while in the area of consumer goods, and came out of the red as a result of just this one launch at a time when market conditions have been extremely challenging. (Grocery store consistently making a profit.)
- Many of the clothes sold out already within the first week.
Creative Execution
The campaign had three phases: 1. the AMPRIS phase, 2. the unveiling phase and 3. the PRISMA phase. First it was announced that a new fashion outlet was coming to Finland. Then it was revealed that the distribution of AMPRIS would take place in PRISMA stores. Finally, all the advertising for this became advertising for PRISMA. The advertising media used in the campaign included outdoor as well as online advertising, social media visibility and TV advertising. A website was also created for AMPRIS and a showroom opened in the centre of Helsinki. A large launch event was also organised, where the unveiling took place.
Insights, Strategy and the Idea
The aim was thus to get people’s attention, which was challenging, as this case connected fashion with an old unsexy hypermarket. When planning the launch, we realised that any solution that just involved PRISMA announcing that they were renewing their range would not work. That is why this launch strategy was chosen.
The brands being launched were Starter, Danskin and Cheetah. They represent sport fashion. The range included clothes for women, men as well as children. We initially targeted fitness enthusiasts, but because this was a big launch and the aim was to enhance quality perceptions of PRISMA, we also wanted to attract a wider audience.