The Challenge.
It's a subject of much debate in adland - are there new ways of creating ideas rooted in tech? It came to the fore when Londis came to Huskies eager to re-energise its long-running Local Like You line. The question was how. The answer lay in algorithms.
The Solution
We discovered that Londis had a Big Data stock management system (the unfortunately named ISIS) that allows you to see in granular detail entertaining differences between what gets sold in Londis stores in different localities, towns and counties . Like South Dublin sells more avocados and eggs in the morning (no surprises) but who knew Galwegians drink more Sherry ? In fact, each store tailored its offering to these differences. This became the basis of campaign rooted in playing with these differences.
THE RESULTS
Already multi-awarded, referred to in national media stories, and proving big hit with the public and franchisees, the campaign is in its early days. More is afoot. Watch this space.
The campaign focusses on continually updated insights from Londis's ISIS big data system.
It also features two award winning films by director Lorcan Finnegan.