Title | BLOCK WISH |
Brand | HOK-ELANTO |
Product/Service | ALEPA |
Category |
A01. Creative Effectiveness |
Entrant
|
HOK-ELANTO Helsinki, FINLAND
|
Idea Creation
|
SOK MEDIA Helsinki, FINLAND
|
Idea Creation 2
|
HOK-ELANTO Helsinki, FINLAND
|
Media Placement
|
CARAT Helsinki, FINLAND
|
PR
|
NETPROFILE FINLAND Helsinki, FINLAND
|
Production
|
ACCENTURE Helsinki, FINLAND
|
Production 2
|
WÖRKS Helsinki, FINLAND
|
Production 3
|
BOUTIQUE Helsinki, FINLAND
|
Production 4
|
AVIDLY Helsinki, FINLAND
|
Additional Company
|
TBWA\HELSINKI, FINLAND
|
Additional Company 2
|
S-GROUP Helsinki, FINLAND
|
Credits
Janne Lehtinen |
SOK Media |
Head of Marketing Strategy |
Annikki Rosander |
SOK Media |
Marketing Planner |
Krista Pihlhjerta |
SOK Media |
Marketing Strategist |
Teemu Äijälä |
SOK Media |
Design Principle |
Tuomas Ahola |
HOK-Elanto |
Director, Communication and Marketing |
Merja Mustonen |
HOK-Elanto |
Director of Alepa Chain |
Jussi Lehtiniemi |
Accenture |
Technical Architect |
Pinja Kuosmanen |
Accenture |
AI/ML Development |
Tomas Linberg |
Accenture |
Head of Design |
Arttu Laaksonen |
Accenture |
Sr. Technical Architect |
Samu Teittinen |
Accenture |
Designer |
Jaakko Veijola |
Wörks |
Senior Art Director |
Minna Kommeri |
Wörks |
Creative |
Paul Nyman |
Wörks |
Creative |
Tuukka Sinisalo |
Wörks |
Creative |
Mikko Airas |
Wörks |
Creative |
Misha Lagerstedt |
Boutique |
CEO |
Juha Halmesvaara |
Carat Finland |
Media Innovations Director |
Kaisa Rissanen |
Carat Finland |
Account Manager |
Kirsi Riipinen |
Carat Finland |
Operations Director |
Juha Frey |
Netprofile |
CEO |
Sallamaari Muhonen |
Netprofile |
Consultant |
Jyrki Poutiainen |
TBWA\Helsinki |
Chief Creative Director |
Joni Furstenborg |
TBWA\Helsinki |
Associate Creative Director |
Erno Reinikainen |
TBWA\Helsinki |
Creative |
Tuomas Perälä |
TBWA\Helsinki |
Creative |
Summary
Alepa, a local convenience store owned by S-Group's local co-op HOK-Elanto, had dropped in its selection image from its main local competitor, K-Market. Alepa is chain operated and K- Market’s are owned by individual entrepreneurs, who have been receiving wishes for decades from their customers.
It was imperative to make sure that decline would be stopped and every Alepa would mirror better its local needs in its selection.
The race was not to make a wide selection of products possible, but the best fitted selection for just that area. Alepa had been doing this based on sales data previously, but no-one knew that.
In 2016 Alepa started receiving wishes from local customers, but they were indefinite and the process was slow, and a bit old-fashioned.
There was need for a speedier and more precise solution.
We built a chatbot that was connected to realtime stock data of the whole S Groups wide selection and let people to wish these products to their local block stores. Chatbot was built to Facebook Messenger: it was an app already in use in every urban shoppers phones, so the Block Wish came a superhit with 150 000 separate wishes that were turned around to the store in 48-72 hours from the original wish.
We were able to beat tour toughest competition in what they prized most: in personal service and selection image and Alepa sales increased continuously without lowering or discounting prices in heavily discount lead Finnish grocery market.