Oct 08

Creating a “big wow” media strategy for SuperValu’s Jewel-Osco

Tagged in: Everything Talks
Posted by: Jennifer Burdick | Comment (0)

SuperValu charged our Compass Point Media team to "Own Chicago” with a “big wow” campaign to drive awareness of Jewel-Osco's "Gotta Love Lower Prices" value transformation initiative. Our response:  A full month of media saturation in Chicago to spread the word about lower prices on products storewide.

True to our “Everything Talks” agency mantra, the media campaign included:

  • TV spots featuring Store Manager "Bob"
  • Radio, including a road-block strategy (:60 message ran across stations simultaneously during PM Drive)
  • Takeovers of local media website homepages and mobile websites
  • An out-of-home campaign so massive it nearly could be "seen from space"
  • In-store signage

The media strategy team -- Melanie Skoglund, Erick Jensen, Jennifer Burdick, Megan Miller – traveled to see the campaign in action.  Our experience:  

While taking the Blue Line downtown from O'Hare, we saw, within the first couple stops, several Jewel-Osco CTA platform 2-sheets and digital platforms, including the strategically placed Hispanic and Polish creative. We encountered a “station domination” at Clark/Lake, which included column wraps, floor graphics, wall vinyls, and an interactive screen for commuters on the street-level concourse.

altWe visited the downtown Interactive Storefront at 332 S. Michigan Ave, which featured 6 vinyl-wrapped windows and an interactive screen with Store Manager Bob, and took a market ride to see the high-profile bulletins and wallscapes placed near Wrigley Field and other iconic intersections. Of course we stopped by a Jewel-Osco store, where “Gotta Love Lower Prices” signage was visible in the parking lot and on-shelf signs reflected an item’s new lower price vs. the old price.

After the sun set, we walked to view the projection media. Sure enough, as we turned the corner onto State & Huron, we saw a movie-screen-like projection of an animated “Gotta Love Lower Prices” video loop on the side of a building. Three weekends of projection media like this were placed to coincide with major Chicago events: Chicago Jazz Fest, Windy City Wine Festival, and the Madonna Concert at the United Center.

On the way back to O’Hare, we finally caught a glimpse of the wrapped CTA train!

Initial feedback from the client has been very positive – both from a media perspective and also a sales-and-store-traffic perspective. We believe we met our objective of “owning the city” and creating a huge splash to launch the “Gotta Love Lower Prices” campaign. (“Wow,” indeed!)

Everything Talks