Title | BLOCK WISH |
Brand | HOK-ELANTO |
Product/Service | ALEPA |
Category |
B02. Challenger Brand |
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.
Please tell us about the challenger brand and how your campaign challenged / was different from your competitors
Alepa as a local convenience store competes mainly against K-Market (part of Kesko), which is 4 times bigger in terms of market share. K-market has 11% market share and Alepa, operating only in the metropolitan area of Helsinki, a bit below 3%. K-market also has significantly higher share of voice in marketing.
Alepa could not compete with K-market in terms of SOV. We had to challenge them with digital service that changed how grocery and convenience stores determined their assortment
We built Facebook Messenger chatbot with integrations to all S Group SKU level product data and shop locations. Customers could wish any products they imagined from the bot, which then searched matching product from S Group databases using meta data and returned best matching products within milliseconds to the chat. If customer wanted the bot sent the product wish and products to local Alepa.