{"showSubmission":false,"submissionLink":"/projects/the-penny-plot/ideas/new/welcome","heading":"Briefing","content":[{"menuTitle":"Background","title":"Background","content":"

The company
PENNY is one of Germany’s biggest discount supermarkets with approx. 2400 stores and 27,000 employees and is synonymous with good and friendly service. PENNY offers an extensive assortment of fresh items such as fruit and vegetables, bread and baked goods (baked goods station for daily fresh bread, rolls etc. in all stores), sausage and fresh meat (large selection, expanded in summer with meat for BBQ), cheese, milk and dairy products. The benefit for customers is the good “value for money” and the two core components “freshness and price” (a freshness guarantee ensures customers a best-before date on dairy products of at least 6 days). In addition to special offers on food products every week at PENNY there are also attractive offers on textiles, household goods and electrical appliances, which are presented in stores in dedicated sale areas. PENNY also impresses customers with services to make their shopping experience more appealing. For example, PENNY is the only discount supermarket in Germany to save its customers an extra trip to the ATM or the bank: for purchases over 20 Euros paid by EC bank card all stores offer their customers cash-back of up to 200 Euros without any extra charge. Another service is the sale of gift cards; the shopping vouchers in card format which work on a pre-paid basis are topped up at the cash desk with the desired amount and can be used immediately. The good customer service provided by PENNY also includes the fact that the shops are open from Monday to Saturday usually until 10 pm.

The campaign
At the end of June 2011 PENNY launched a new communication concept to the public. The centerpiece of the campaign is the new claim “First to PENNY”, which is communicated via radio and, for the first time in the discount store’s history, also TV advertisements, as well as on leaflets and POS advertising. The claim is embedded in radio and TV advertisements, each in different storylines, whereby the statement “First to PENNY” always appears as the end slogan. This is then linked to an offer or a campaign. The claim thereby forms a creative playground, which is very open and allows a lot of scope for communication in the most diverse directions.

Aim:
PENNY is searching for new, creative stories, which build up to and follow up the “First to PENNY” claim. The campaign should ensure both a high likeability factor when it comes to the PENNY supermarkets as well as increased sales of the products.

"},{"menuTitle":"Target","title":"Target","content":"

PENNY's target group includes everyone – especially of course those in charge of managing households.

"},{"menuTitle":"Task","title":"Task","content":"

Tell a story that fits in with the “First to PENNY” claim.

It should be possible to use your story for radio or TV, preferably for both media. What counts is the idea of your story – the more creative and surprising the resolution the better. But it’s up to you which form you decide to present it in.
The story as a pure text concept
The film idea as a treatment, storyboard, animation or even a film (layout)
The radio idea as a script or even a recording (layout)

Your story should focus on the campaign claim “First to PENNY” and at least one of the aforementioned key PENNY topics (e.g. “friendliness of staff”, “freshness guarantee” etc.) or a PENNY offer (like “bread and baked goods”, “fresh meat” etc.)

"},{"menuTitle":"Tonality","title":"Tonality","content":"

In keeping with the “First to PENNY” campaign the tonality should be funny, surprising and likeable.

"}]}

The PENNY Plot.