The integrated campaign was lead by a mobile shopping companion called Rimi pluss. And was aimed at families so they could better write and share grocery lists and recipes.
Through consumer research we found that even the most price-savvy norwegian believes something is more valuable than low prices when it comes to shopping for groceries. Time.
So Rimi started by refurbishing all stores identically, so families could rearrange their mobile grocery lists as the store was laid out. On top of that we also included a scanning feature so you can get mouth-watering recipes when you scan specific products and some other features.
Rimi pluss became one of Norway’s most downloaded and used app within just a couple of months and the chain’s market share is now growing. Instead of just talking about their market positioning statement ‘Fast and affordable’ Rimi actually gave people a reason to believe.
Agency: McCann Oslo
Production agency: Mediafront