BILLA Bulgaria: The BILLA Card Relaunch
In July 2020, BILLA was the only one in Top 3 retail brands nationally with a loyalty card. This gave us a competitive edge and an advantage over the main competitors. But the BILLA Card was about to give people much more. This put us in a specific place – a driving force for a long-term change in shaping consumers’ shopping habits and perceptions.
The overview of the situation during the time period stated that in the middle of a global pandemic and an economic crisis that is here to stay, people were getting more cautious about their spending as well as their shopping habits. Nevertheless, shopping is something integral that we cannot escape from. It is taking a lot of our time and money. It is becoming more important to turn shopping into an ultra-convenient, simple and easy task to do.
The transformation of the program was a step forward towards closer and personal relationships with the customers. The updated loyalty card expands the range of benefits for every person; retaining all existing features as well as upgrading them by providing individually customized benefits.
And we in Paragraph 42, preferred partner of Ketchum in Bulgaria, developed and implemented well-targeted PR campaign for the relaunch of the card, including 3 phases (awareness, consideration and trials) and implementing 3 activations for each of the phase – “Specialized posts”, “BILLA Takeover” and “Meet the new BILLA Card” and additional media activities.
Now everyone is welcome to the big BILLA family.