The campaign's big idea was "Say it” with Bargain Basement. We intended to use the old adage “Say it with a smile”, but with a spin, ultimately turning it into “Say it” with Bargain Basement”.
Nendo’s strategy was to ensure that the tenants each showcased a variety of deals to entice shoppers. Creating the customer experience of the sale was key in collaboration with Knight Frank’s team, the client. Nendo proposed ‘hero deals’ which would go on social media to showcase the unique offerings and unbeatable value available to shoppers. These were one-off or limited-edition deals. These were followed by a set of large discounted offers, followed by smaller discounted items.
Nendo created personas and different shopper motivations based on available deals. This led to matching of ad types and ad sets to various gifts and offers based on purchase bands (e.g. KES 500 - 3,000, KES 3,000 - 10,000, etc.). The focus was ensuring that ads enticed and welcomed shoppers based on their profiles.
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