Get ready to talk to your child

Ruslan Mamysh & Mariya Vernikovskaya

March, 2017

Euroopt. Who we are

“Euroopt” is the largest retailer in Belarus. It is comparable to Aldi in Germany, Tesco in the UK, Carrefour in France. Every day about 1 000 000 of Belarusians (>1/10 of the population), make purchases in the stores of "Euroopt" across the country.

• Chain of stores with the lowest prices in the country (According to The National Academy of Sciences of Belarus data), which is especially important in times of economic crisis

• Flexible discount program with special conditions for the most vulnerable segments of the population

• Unique customers database. Once a customer gets our loyalty card, he/she fills out the form with his/her name, age, address and family information. Then we can use this data to send targeted ads and news

• Unified pricing and assortment policy in all stores across the country

• Wide range of private label products (more than 1500 SKU) and ready products (more than 1000 SKU)

454 stores

in 124 localities

all over Belarus

ProblemYouth and adolescents’ knowledge of sexual and reproductive health is limited and replete with myths. Educational programs on safe sexual behavior and reproductive health for secondary and professional schools are still being developed in Belarus. There are limited amount of places where young people can get professional and open advice on the matters in question.

• Young people aged 15-24 years are about 11,6% of Belarusian population. 2010 cases of sexually transmitted diseases and 1375 abortions were registered among youth under 19 in 2015. More than half of HIV cases were accounted among 15-29 aged youth in 2015

• Young people make decisions and behavior choices without necessary knowledge in this complex field of relations what is often unsafe for their health and can affect their future.

• It is necessary for parents to begin dialogue with their children about sexual and reproductive health and sexual behavior but mostly they also don’t have enough knowledge and don’t know what to say and when they should start such a dialogue

Insight

“Parents will be ready to talk to their children and give them right information about the problem in case they are advanced on the issue themselves”

Solution“Euroopt” gets about 20% of its profit from ready products selling. These products are: ready-to-eat dishes, ready-to-cook food, bakery. All the items are cooked in culinary shop of stores.

1. We select targeting audience from our database: men and women 32+ aged with more than 1 family members as weexpect them to have 14+ aged children

2. If one of the targeted customers buys ready-to-eat or ready-to-cook products or “Euroopt” bakery we print a special QR-Code on his/hers receipt with a motto of the campaign (in case the customer uses his/her loyalty card)

3. When the customer scans the QR-Code with the smartphone, he/she is redirected to the website where he/she can read information about sexual education of teenagers and get some smart items of the issue

4. There is a self-assessment test on the website where the customer can check his/her knowledge on the issue and understand if he/she is ready to talk to their children. The result of the test provides the customer with the discount (from 1% to 5%) on their loyalty card for the next purchase in any of “Euroopt” stores

Tip

Belarusians often keep so called “home bookkeeping”. They collect and examine their receipts to check family expenses

How it works

Go to Euroopt

Buy ready-to eat or ready-to-cook products

or our bakery

Use your loyalty card

Get a receipt with QR-Code on cash-

desk

Visit the website and learn

information about safe sexual behavior

and reproductive health and a manual

“How to start a dialogue with a

teenager”

CHECK YOURSELF!Take the test on the

issue

The result of the test will show what discount you will have for the next purchase in “Euroopt”.

The better result – the larger discount

Job to doWe expect the Agency to make an integrated decision for the campaign.

1. Creative part

You should create a motto of the campaign for us to print it on receipts. The main idea: when you buy ready dishes you release some time to learn important information (so you won’t tell you do not have time for it). Then you will be ready to talk to your child

2. Design part

Create a package design for ready dishes. It should be striking and bright to make such products more competitive and more preferable for customers

3. Digital part

Develop the website for the campaign and create all necessary content: official data, information on the issue, special tips, manual for parents of children of different ages, self-assessment tests. The website should have both desktop and mobile versions.

Tone of voice

Friendly but informative.

You can subcontract psychologists, pediatricians and teachers

Expected results

1. For society

Prevention of sexual illiteracy of adolescents and reducing the consequences of this illiteracy

2. For customers

Special discounts and awareness of the issue

3. For “Euroopt”

The increase of turnover and customers’ loyalty

Marketing budget

30 000 USD

KPI

• 30 000 unique visitors of the website per day in 2 weeks after the launch of the Campaign

• 75% of visitors will pass the test

• Grow number of purchases using loyalty cards by 34% in a week

• Increase share of ready products in “Euroopt’” turnover by 2.1% in 2 months