CSR Campaign for Supermarket Chain

décembre 2017
CSR Campaign for Supermarket Chain
Description

A corporate social responsibility campaign to raise awareness about a particular issue prevalent to Metro’s customers and their local communities and to give financial asssitance.

Défis

METRO supermarkets are a local supermarket chain of modern retail stores. Founded in October 1982, the brand stands out for its customer centric approach which is clearly stated in Metro’s company motto “METRO takes care of you”. Placing the customer at the heart of its business initiatives has been the foundation of Metro’s success through the years, all while keeping pace with the digital evolution of business & society.  On first opening its doors to customers, back in the early eighties, the company was the first of its kind in the Middle East to utilize what was then considered the latest technology, such as electronic inventory control and product ordering systems, as well as electronic cash registers at every check out. Ever since, METRO has been at the technological forefront of retail and sees it as a tool to uphold their heartfelt tradition of hospitality and close client relationships.

Having the customer and by extension society at the centre of all its initiatives and as part of their 35th anniversary Metro supermarkets wanted to give back to their customers and their local communities. Base Element, Metro digital marketing agency of choice for the past seven years was asked to conceive a Corporate Social Responsibility campaign to raise awareness about a particular issue prevalent to Metro’s customers and assist financially.

Solutions

Base Element identified parents form the largest majority of Metro’s customer base and after conducting an online and instore survey it was clear that public education, in today’s society, faces many challenges of strained budgets, teacher retention and basic quality. Base Element realized that these demands gave way to opportunities for businesses to support education in a win-win situation that benefits everyone. Following deliberations with Metro Supermarkets, primary school facilities was selected as a topic of great dissatisfaction which the CSR campaign would concern itself with. Metro supermarkets wanted to go beyond making financial contributions, it wanted to bring communities together and help raise awareness about the difficulties faced by their local primary school.

Impact

“Metro Better Schools” CSR campaign realised all of Metro Supermarkets objectives in line with its corporate values. Primary schools were grouped in accordance to their local Metro store and each Parent Teacher Associations was asked to describe their challenges online with respect to school facilities. A Facebook competition was launched whereby users would vote for the primary school which they supported to receive financial assistance from Metro Supermarkets. The first three schools in each grouping received financial aid. The result was a grass roots movement in each school catchment area. Leaflets, phone calls and Facebook postings were used to garner Facebook Likes for each school by the PTA, while fostering community cohesion and raising awareness around the deficiencies of primary school facilities.

CSR Campaign for Supermarket Chain

décembre 2017
community management
Digital Marketing & Communication
web development
Social Media Application
Creative Concept
Digital strategy
community management
Digital Marketing & Communication
web development
Social Media Application
Creative Concept
Digital strategy
Description

A corporate social responsibility campaign to raise awareness about a particular issue prevalent to Metro’s customers and their local communities and to give financial asssitance.

Défis

METRO supermarkets are a local supermarket chain of modern retail stores. Founded in October 1982, the brand stands out for its customer centric approach which is clearly stated in Metro’s company motto “METRO takes care of you”. Placing the customer at the heart of its business initiatives has been the foundation of Metro’s success through the years, all while keeping pace with the digital evolution of business & society.  On first opening its doors to customers, back in the early eighties, the company was the first of its kind in the Middle East to utilize what was then considered the latest technology, such as electronic inventory control and product ordering systems, as well as electronic cash registers at every check out. Ever since, METRO has been at the technological forefront of retail and sees it as a tool to uphold their heartfelt tradition of hospitality and close client relationships.

Having the customer and by extension society at the centre of all its initiatives and as part of their 35th anniversary Metro supermarkets wanted to give back to their customers and their local communities. Base Element, Metro digital marketing agency of choice for the past seven years was asked to conceive a Corporate Social Responsibility campaign to raise awareness about a particular issue prevalent to Metro’s customers and assist financially.

Solutions

Base Element identified parents form the largest majority of Metro’s customer base and after conducting an online and instore survey it was clear that public education, in today’s society, faces many challenges of strained budgets, teacher retention and basic quality. Base Element realized that these demands gave way to opportunities for businesses to support education in a win-win situation that benefits everyone. Following deliberations with Metro Supermarkets, primary school facilities was selected as a topic of great dissatisfaction which the CSR campaign would concern itself with. Metro supermarkets wanted to go beyond making financial contributions, it wanted to bring communities together and help raise awareness about the difficulties faced by their local primary school.

Impact

“Metro Better Schools” CSR campaign realised all of Metro Supermarkets objectives in line with its corporate values. Primary schools were grouped in accordance to their local Metro store and each Parent Teacher Associations was asked to describe their challenges online with respect to school facilities. A Facebook competition was launched whereby users would vote for the primary school which they supported to receive financial assistance from Metro Supermarkets. The first three schools in each grouping received financial aid. The result was a grass roots movement in each school catchment area. Leaflets, phone calls and Facebook postings were used to garner Facebook Likes for each school by the PTA, while fostering community cohesion and raising awareness around the deficiencies of primary school facilities.

Détails de la réalisation
work
Client
Metro Supermarkets
place
Localisation
Paris
business
Secteur du client
Vente au détail
people
Audience
Business to Consumer
public
Portée géographique
National
settings
Services proposés
Stratégie digitale, Branding, Marketing sur les réseaux sociaux, Gaming, Publicité, Publicité en ligne
today
Période de collaboration
Au : septembre 2017Du : novembre 2017
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