Grand Prix Effie 2020: Żabka I Kampania "Mały Wielki Sklep"

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Post on Nov 01, 2024

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Grand Prix Effie 2020: Żabka and the "Small Big Shop" Campaign

The Grand Prix Effie 2020 award went to a campaign that not only resonated with consumers but also had a significant impact on the brand's business. Żabka, a popular Polish convenience store chain, won for its "Mały Wielki Sklep" (Small Big Shop) campaign, a testament to the power of simple, yet effective, storytelling.

The Campaign: A Celebration of Everyday Heroes

The "Mały Wielki Sklep" campaign was a bold move for Żabka. It aimed to shift the perception of convenience stores from mere transactional spaces to hubs of community and support. The campaign showcased everyday heroes - people who, despite their seemingly ordinary lives, make a difference in their communities. These individuals, often found working in Żabka stores, were celebrated for their dedication, kindness, and impact on their local neighborhoods.

The campaign was launched across multiple channels, including:

• TV commercials: Emotional and relatable, showcasing the stories of Żabka employees and their contributions to their communities.
• Online video content: Featuring real stories of Żabka employees and their positive impact on people's lives.
• Social media engagement: Encouraging customers to share their own stories of how Żabka employees had made a difference in their lives.
• In-store activations: Creating unique experiences for customers to connect with the campaign and celebrate the everyday heroes.

The Results: A Shift in Brand Perception and Business Growth

The "Mały Wielki Sklep" campaign resonated deeply with the Polish audience. It successfully:

• Elevated Żabka's brand image: Shifting the perception from a simple convenience store to a place of community and support.
• Increased customer loyalty: By demonstrating the positive impact of Żabka employees, the campaign fostered a sense of trust and connection with the brand.
• Improved brand awareness: The campaign generated significant buzz and media attention, further strengthening Żabka's position in the market.
• Boosted sales: The campaign's success translated into tangible business results, contributing to increased sales and market share.

The "Mały Wielki Sklep" Campaign: A Lesson in Storytelling

The success of the "Mały Wielki Sklep" campaign lies in its simple yet powerful storytelling. By focusing on real people and their everyday stories, Żabka managed to connect with consumers on an emotional level.

The campaign reminds us that even seemingly small actions can have a significant impact, and that by celebrating everyday heroes, we can create a more positive and connected world.

The Grand Prix Effie award is a testament to the effectiveness of the "Mały Wielki Sklep" campaign. It stands as a powerful example of how brands can use storytelling to connect with their audience, build a strong brand identity, and drive positive business results.