They didn't want a Fairy

Well actually its never about the client, is it?

It’s always about the consumer the end user.

That’s what we do and that is why good advertising and marketing works so well.

We talk to the people that matter.

As part of a winter promotional series in the period towards Christmas, we emphasised TESCO’’s focus on getting the best prices for customers.

But it doesn’t always go so smoothly. Sometimes ideas are just dumb or culturally inappropriate. Not in an insulting way but because they simply will not gain traction because you have not listened to what they consumers/ the end users, the people that matter want.

I introduced a Fairy into a culture that doesn’t do Fairies. They do lots of other things, Snowmen, Father Christmases, sleighs and a whole slew of other interesting beings.

Even a soot covered devil Grampus that whips naughty children into shape. Well, nope cant really stick that on top of a Hypermarket. It’s scary.

So out with the fairy and in with a Snowman.

To accomplish this we had a 5 metre high Snowman made and we parked him on top of a 24 hour opening TESCO.

Then we made a TVC and tortured him. Really.

His first job was to was given the task of dodging the prices TESCO could chuck at him.

We fired snowballs out of a cannon, at him till he danced to our tune.

He became very limber and great at dodging the canon balls.

We even fired him, out of a canon.

His dance entertained and strengthened our position of always getting the price that is best for the customers even against the wishes of our sometimes uncooperative Snowman.

In the end the customers won and so did TESCO. We must have done something right because Snowman surfaced again even though we fired him out of a Canon.

Poor thing.

TESCO utterly dominated the market against all competition that season.