The electronics retail trade cooperation is starting the new year with an unusual brand campaign. For this purpose, the marketing agency SAINT ELMO'S has developed a 30-second TV commercial that focuses on the individual needs of expert's customers.
The new TV commercial begins with people with blurry faces. Once in the expert retail store, where the people are shown with their needs, their faces become visible. "This impressively illustrates that the consultants from expert recognize their customers with their individual wishes in the truest sense," explains Jochen Ludwig, Deputy Chairman at expert SE. "As an electronics retail trade cooperation with more than 50 years of tradition, expert stands for the highest level of service and consulting expertise like no other electronics retailer. The consultants at expert know exactly what their customers need and guide them in keeping with our brand slogan 'With the best recommendations'."
Reinhard Crasemann, Managing Director of SAINT ELMO'S Hamburg, on the creative idea: "The TV commercial is intended to critically question the widely held view that there's a supposed anonymous target group. expert positions itself here very clearly and claims to address people with their individual needs in order to recommend exactly what they really need." The spot was produced by Michael Wong of "Film Deluxe".
In addition to the TV spot, SAINT ELMO'S, with which expert has worked successfully since 2015, developed a comprehensive package of activities for internal and external brand communication. What's new is the separation of product and brand. Dietmar Bauer, Head of Marketing at expert, explains: "In order to give more space to our brand management, we have decided to strategically separate product and brand communication and are now looking forward to starting the new year with an eye-catching TV presence for our brand."
About the expert SE
expert SE based in Langenhagen is a trade association for consumer electronics, information technology, telecommunications, entertainment and electrical home appliances. Currently, 194 expert shareholders and members are affiliated with a total of 432 locations throughout Germany. True to the "With the best recommendations" brand claim, expert stands for the highest service and consulting competence in a way that no other electronics retailer does. In the more than 50-year history of the company, expert has been able to establish a strong position in the market and is now the second-largest electronics retailer in Germany. For years, the expert group has recorded business results that are above the industry average. In the 2016/2017 financial year, internal sales at industrial sales prices (excluding VAT) amounted to 2.12 billion EUR.