PENNY - "Small Prices, Big Impact (Film)"

Serviceplan Group

Serviceplan Group Munich, Germany

Awards

835

Brand: PENNY
Country: Germany

Advertiser: REWE

Title	Small Prices, Big Impact (Film)
Brief	Idea: PRICE PACKS is the first brand that’s all about the price. Because the packaging design focuses entirely on the price. Considering the usual packaging production requires several months, this becomes an irrevocable commitment to price stability. Placed next to competitors, the design helps consumers immediately spot the best prices. PRICE PACKS are available in all 2100 Penny markets in Germany, promoted by an OOH campaign as striking as the packaging.Results: Products flew off the shelves in record time, with some temporarily selling out during launch week. On traditional and social media, the campaign received raving reviews, earning $120 million in free media. Public perception of Penny as the #1 price-stable discounter went up by 2200%. PRICE PACKS has now expanded to more products and turned from a temporary edition into a permanent brand.Brand relevance: For PENNY, this was the perfect opportunity to make a statement. This serves as an unwavering commitment to low prices in a way that not only reassures customers but also sets PENNY apart from its competitors.
Agency	Serviceplan Group
Campaign	Price Packs
Advertiser	REWE
Brand	PENNY
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Case Study
Length	93 seconds
Production Company	B....CH E...pe G..H . ... .G Subscribers Only
Media Agency	PI....RS G..H Subscribers Only
Advertising Manager	..n Fl....ng Subscribers Only
Advertising Manager	W...er He......ack Subscribers Only
Advertising Manager	M...el O...n Subscribers Only
Advertising Manager	O...er S....rz Subscribers Only
Advertising Manager	S...an G....ens Subscribers Only
Photographer	B....CH E...pe G..H . ... .G Subscribers Only
Music and Sound	S....me M...c G..H Subscribers Only
Sound Design Company	Ha....gs A...o N....rk Subscribers Only
Global Chief Creative Officer	A..x S...ll Subscribers Only
Managing Partner	Ch.....ph E...ke Subscribers Only
Executive Creative Director	M...tz D...ig Subscribers Only
Creative Director	Ma....�us F...t Subscribers Only
Creative Director	Se.....an B...on Subscribers Only
Account Manager	A....ia Sc.....er Subscribers Only
Designer	V..a R....na Subscribers Only
Art Director	J...s M...e Subscribers Only
Art Director	F...an K...kel Subscribers Only
Art Director	C....le N...t Subscribers Only
Art Director	T...i P...ak Subscribers Only
Art Director	R...l B...le Subscribers Only
Art Director	..i W..t Sc.....er Subscribers Only
Copywriter	S....hi Su......ian Subscribers Only
Copywriter	J...er Gr....os Subscribers Only
Executive Creative Director	L...nz La......ner Subscribers Only
Executive Creative Director	F...z R�.....cher Subscribers Only
Creative Director	D...is F...z Subscribers Only
3D Artist	F...o Z....es Subscribers Only
Executive Producer	P..l ..x Subscribers Only
Executive Producer	N...as L....ler Subscribers Only
Music Composer	Ma.....ian Ol.....ky Subscribers Only
Managing Director	Ma.....ian Ol.....ky Subscribers Only
Production Company	.e M..e T..m W...er Subscribers Only
National Creative Officer	T..l D....el Subscribers Only
Photographer	B....CH E...pe G..H . ... .G Subscribers Only
Media Agency	PI....RS G..H Subscribers Only
Global Chief Creative Officer	A..x S...ll Subscribers Only
Managing Partner	Ch.....ph E...ke Subscribers Only
Executive Creative Director	M...tz D...ig Subscribers Only
Creative Director	Ma....�us F...t Subscribers Only
Creative Director	Se.....an B...on Subscribers Only
Account Manager	A....ia Sc.....er Subscribers Only
Designer	V..a R....na Subscribers Only
Art Director	J...s M...e Subscribers Only
Art Director	F...an K...kel Subscribers Only
Art Director	C....le N...t Subscribers Only
Art Director	T...i P...ak Subscribers Only
Art Director	R...l B...le Subscribers Only
Art Director	..i W..t Sc.....er Subscribers Only
Copywriter	S....hi Su......ian Subscribers Only
Copywriter	J...er Gr....os Subscribers Only
Executive Creative Director	L...nz La......ner Subscribers Only
Executive Creative Director	F...z R�.....cher Subscribers Only
Creative Director	D...is F...z Subscribers Only
3D Artist	F...o Z....es Subscribers Only
Executive Producer	P..l ..x Subscribers Only
Executive Producer	N...as L....ler Subscribers Only
Music Composer	Ma.....ian Ol.....ky Subscribers Only
Managing Director	Ma.....ian Ol.....ky Subscribers Only