POPAI special award: The Continuity Company AG (TCC) – Penny Market – Disney Pixar loyalty programme

Between 2 June and 24 August 2016 plush toys were playing the main role in Penny Market stores once again. The primary objective of the loyalty programme was winning younger shoppers. To achieve this goal, at the same time as the computer-animated movie Finding Dory was shown in cinemas, Nemo, Dory and other famous Disney characters from popular computer-animated movies such as Toy Story, Cars and Monsters Inc. appeared on the shelves of Penny Market stores. Shoppers had to collect 40 loyalty points if they wanted to take a plush figure home for free. Campaign tools utilised colours different from Penny Market’s corporate colours, in order to differentiate displays, posters and flyers. //