KiK - Kundenaktivierung
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
Everyone knows KiK. Awareness is at 98 %. Loyal customers appreciate KiK for its good quality and low prices for textiles and non-food. Underestimated by occasional shoppers and not-yet-customers is the breadth of the non-food range (household items, decorations, etc.). The 360° campaign "KiK - More than you think" was designed to activate this target group in particular. Profiling with a wide reach in the relevant set, image and product variety - with sustainable success in international markets.
The Jury‘s Statement
KiK shows how you can achieve measurable success with a well-thought-out brand strategy. The campaign "KiK - More than you think" focuses specifically on the variety of products in the non-food sector. The central element of the campaign is a red box symbolically representing the KiK market. The idea of working with a learned brand symbolism is strong and remains in the memory. Clear picture and text messages convey: KiK is more than you think. Thus, the brand is not only emotionally charged, but also the brand offer is convincingly communicated. The media mix is skilful, the strategy is remarkable and successful: reach and sales have been significantly increased.
