The government decided in November 2012 to lower the restaurant value added tax (moms) which opened up for a price lowering within the whole restaurant industry. This was therefore quite a unique opportunity to lower prices and the winner would be whoever succeeded best in communicating their lowered prices.
The goal with the campaign was to use the much discussed, from a media perspective, valude added tax reduction to lower the prices and in this way strengthen Max’s position and market shares. Through a lowering of prices and powerful communication we were to raise our marketing, and raise sales in comparable restuarants with 6%, while we simultaneously strengthened Max’s position as the most affordable and tasty.
Our strategy was to convey, in a humorous and clear manner, that the prices were lowered to attract current but also new customers to the category. We wanted to engage, touch and strengthen the position as affordable and tasty while we were discusssing something as mundane and boring as value added tax. Take a look at the case-movie here to find out more.
The value added tax to the max campaign was a hit and it won a Guldägg in the category of Integrated 2013, as well as two Spinnguld for This Years Integrated Campaign and This Year’s Mass media Campaign 2012!