Case study - Quickmart @ 15 Years Campaign
Kenya’s retail giant Quickmart Supermarket was marking 15 years since inception. This was one of the biggest milestones since its official merger with Tumaini Supermarkets that had been sealed in the previous year. The 15-year anniversary had to be impactful and felt across the country, since it was an important component in the retailer’s growth strategy.
The Studio 31 team conceptualized and executed a Nationwide Consumer Promotion Campaign (NCPC) dubbed Sherehe Ibambe – celebrating 15 years of Freshness.
Challenge
Quickmart Supermarkets had been in Kenya for the last 15 years and was largely misunderstood as a brand due to it’s relatively “low-key” existence.
We wanted to leverage on the fact that it was celebrating a milestone birthday to “get out of it’s shell”
The first thing we did was introduce 3 brand led idents to clearly differentiate the campaign, and the fact that we are 15 years and lastly, our customer appreciation position to run through the next year and beyond.
Approach
Even though the brand had been in existence for a decade and a half, they recently underwent rapid expansion making them visible to majority of consumers. We therefore needed to tell their story both internally and externally.
We launched with a staff appreciation video followed by a brand story animation that ran on social and finally a TVC that carried the consumer promotion
Results
+7M – Social Media Reach in 3 Months
29% – Social Media Followers Growth
$135K – PR Value Achieved
Conclusion
What a fun campaign!! We wish Quickmart a very successful 15 more years!!