My Club Festival TVC 2025
The challenge was not just to run a TVC ad but to give loyal customers
and new customers a reason to shop at any of the nationwide carrefour stores. With the tight economy facing Kenyans during this time it was essential to give customers a reason to shop with the tight budgets on their plates.
Customers need a reason to shop, with how Carrefour positioned itself in the Kenyan landscape and the offers they delivered compared to competitors it was just a matter of putting the right products out there that would drive the sales.
Let me take you on a journey of how I was able to craft this memorable TV ad with the relevant stakeholders I worked with.
Strategy & positioning
My club is a feature by Carrefour for loyal customers to be able to opt in and earn points that can later be used to shop. My club members can also get exclusive deals that only apply to them. This is a strategy for carrefour to be able to bring in loyal consumers and serve them properly.
With the market positioning seen around this time in the Kenyan market. They were at the forefront at dominating, with this in mind it was only a matter of the right strategy which is to get loyal customers to continue shopping using my club and acquire new customers who later can join the membership.
Strategy? Push the right products at different times and drive in sales. Using trust and partnership with a wide range of sellers products were not an issue so to capitalise on this Carrefour needed strategic marketing.
