For the second year running, Auchan Luxembourg, through its Smart M2dia & Digital agency, is communicating on our Digital Channel Network of digital screens, installed in the largest office buildings in Luxembourg!
We put a few questions to Jody Holtz, Project Manager at Smart Média & Digital, who is in charge of Auchan's campaigns!
BIGBANG: Hello, can you introduce yourself and tell us about your role/involvement in the Auchan campaigns?
Jody Holtz: I'm Jody Holtz, Project Manager with 8 years' experience in a communications agency in Luxembourg, and for the last year and a half at Smart.
As part of the Auchan campaigns, my role is to set up the strategic recommendation with our dedicated team and coordinate the On & Off Line media campaigns. I also follow up with the advertising agencies (feedback, monitoring of technical imperatives, feedback on campaign reports, etc.).
Tell us about the Auchan campaign.
The Auchan campaign is part of a global media plan designed to meet several strategic objectives: to highlight the brand's highlights, promote and digitalize its catalog and promotional offer, and reinforce the brand's image.
To maximize impact and ensure a strong presence of mind, we activated BigBang's Digital Channel Network.
What are the objectives of this campaign?
The objectives of this campaign are multiple. First of all, it's about continuing to develop the local influence of Auchan Luxembourg by strengthening its reputation with consumers.
We're also seeking to highlight the brand's values and strengths, in order to generate brand preference.
In addition, the campaign aims to ensure a strong presence in the mind while enhancing Auchan Luxembourg's price image. Finally, a key objective remains the generation of in-store traffic.
Why choose the Digital Channel Network for this campaign?
This affinity medium is located in high-traffic areas frequented by a target group of CSP+ residents and cross-border workers, effectively encouraging these consumers to shop at Auchan.
By integrating naturally into their daily media consumption, we adopt a tactical approach that maximizes the impact of the message.
Last but not least, it creates repetition and a real rendez-vous with the audience, reinforcing Auchan's presence in consumers' minds.
What are the advantages for Auchan of reaching its target directly in the workplace?
The flexibility of the medium and audience planning mean that broadcasting times can be adapted to busy periods.
In addition, the location of the screens in buildings near Auchan Cloche d'Or and Auchan Kirchberg ensures visibility of the offer in a primary catchment area, combined with the ease of travelling to the store from one's workplace. This encourages in-store traffic, particularly at lunchtime and after office hours.
Finally, this activation provides an additional point of contact in the target audience's journey, reinforcing the campaign's overall effectiveness.