The COOP retail chain had already earned the trust of its customers long before the internet even existed. Our job was to ensure that the brand would hold its own in the digital age.
Our first step was to capture the essence of the brand in a simple and clear way that explains who COOP is. We needed to show that it’s not just a supermarket with huge aisles, but a retail chain with 2,400 stores across Moravia that’s truly close to people.
A series of 3 low-budget video spots was created as a continuation of COOP’s brand-building campaign. Our goal was to convey the brand’s values through a story that would appeal to all generations.
We created the characters Laďa and Luďa – a boy from the village and a boy from the city. This contrasting pair allowed viewers to identify with both perspectives – life in the village and life in the city.
The friends’ journey through the beauty of Moravia, supported by a local COOP store, allowed us to show that COOP is wherever you want it to be.
As part of the campaign, we also created a subpage featuring an interactive map where customers could locate COOP stores and discover tips for day trips throughout Moravia. The strategy also included a contest and related content on social media.
We continue to build on the original concept in COOP’s social media communications to this day.
