Albert - „It's worth it“
Fighting back on a damaged brand image and a price perception.
Problem
At the time of the tender, Albert faced 2 main problems: 1) Communication was perceived as impersonal, too corporate and dry.
2) The offer in Albert stores was perceived as high priced, customers saw no reason to pay for it and not go to a discount chain instead.
sOLUTION
In cooperation with our colleagues from the Netherlands, we have adapted the "Store manager" concept for the Czech market, using a store manager who personally cares about the quality of products and customers.
The creative process was preceded by an extensive casting process for the lead actor. This was followed by the creative (all TV scripts were local) as well as the content of all other channels incl. internal communication. Foreign know-how backed by data was in turn used to define actionable offers. It was these, in conjunction with a newly developed explicit claim ("Albert - It's worth it"), that gradually shifted the chain's price perception. The claim, of which I am the author, is still used – after 10+ years!
The campaign for Albert was truly a complex one: From TV spots above, to posters and other in-store materials, microsites, social media... We have even produced our own board games and entire books...
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