Loyalty Goals

Migros is the largest retail chain in Switzerland with 800 retail outlets and a turnover exceeding € 12 billion. The promotion was focused around a theme of promoting Swiss-made products and the broader concept of Swissness. Migros was looking for a way to link this theme to families with children, which are an important target group for the retailer. At the same time, the promotion was intended to differentiate Migros from its main competitors.

Strategy

Nebus developed the Lillibigs characters in previous promotions, for instance with the Migros Marbles, and in other types of communication to children.

Building on this, Nebus Loyalty developed a concept that used the Lillibigs to take the children on a trip of Swissness by displaying flags of the different cantons and specific landmarks on 36 domino stones. The Lillibigs were displayed in traditional Swiss outfits to blend in with the concept. Customers who spent more than 20 CHF at Migros, Do It+ Garden, m electronics, Micasa, Sport xX, Migros restaurant and LeShop.ch would receive a domino stone for their collection.

The Swissness effect was further fueled by the gameboard, which displayed the different cantons and the country in relief. Nebus loyalty developed the complete ‘Swissness domino’ concept, and was responsible for sourcing and fulfillment of the promotion.

Results

The promotion linked perfectly to the Swissness theme in the store and the results were beyond expectations. The online buzz for the promotion really sparked the interest of customers and some are still exchanging their domino stones in order to complete the collection!