Red Market, Delhaize Group’s challenger supermarket brand in Belgium, has a unique fast store concept based on a 100% self-scan system. In order to allow new customers to discover the speed advantage, we took the hot topic of traffic speed control as our starting point. We flipped it into something positive: at Red Market, you don’t get punished when you speed: you get rewarded with an extra discount.
We announced the Flash Marathon in local newspapers, on banners and in an online teaser video suggesting a real speed camera had been stolen.
Over 21% of all shoppers took the in-store challenge. A single month of Flash Marathons resulted in a 6% increase in the number of clients, and a total online reach of over 600.000 people.
The Flash Marathon was awarded a 2015 Best of Activation award in the Retail & Trade marketing category.
