In a very competitive and price-focused market, Jumbo (Auchan´s hypermarket brand) faced the challenge of achieving differentiation on its communication and confirm Jumbo’s position as #1 low price hypermarket.

To achieve this goal, BBDO developed a creative strategy used for the 1st time in Portugal: live broadcast advertising.

OMD was responsible for the media strategy, which was successfully achieved through the negotiated presence on all broadcast TV during peak time (i.e. night news’ breaks, which are premium positions), thus ensuring results for the brand.These live broadcast advertising moments were introduced on prime time (peak time) with the purpose of raising a new advertising perception in the retail market. “This is the truth, not just advertising!” was the campaign slogan.

The campaign (also channelled through top audience newspapers and radio presences) ran for 10 days and consisted mainly of 2 daily live TV spots, which were broadcasted from a different Jumbo store every day.These were aired on the 3 terrestrial TV channels during TV news exclusively designed breaks (different positions by channel to avoid time clashes).On the 1st live broadcasted commercial, the presenter interviews the store manager, who guarantees that Jumbo’s prices are the lowest of all. They then challenge the consumer to come to that specific store and prove otherwise. If someone shows up and proves that in the last month the exact same product was bought on a competition’s store at a lower price, Jumbo would return 20 times the money difference. That was Jumbo’s promise/commitment.On the second live commercial (aired 2 hours later) the presenter would announce whether someone had shown up with a lower price. During the 10 days of the campaign, only 1 person showed up.