Ackermans, South Africa: Making the affordable desirable - IPA Effectiveness Awards Case Study 2004

Brief Description: This paper deals with the change in the communication strategy of Ackermans during 2001 and the contribution made by the new advertising campaign to the remarkable performance of the South African retailer over the past two years. In particular this submission demonstrates how a change in positioning and a communication strategy of 'Making the Affordable Desirable' drove the business turn-around by building perceived value amongst consumers, ultimately increasing turnover in the first fiscal year of the campaign by 25%. ;---(TAGS)--- Full Title: ckerman's. 'Making the affordable desirable' ; Number: 2004/29 ; Brand Name: Ackermans ; Client: Ackermans ; IPA_ProductCoding: Retail (Department stores) ; Agency: Berry Bush BBDO (South Africa) ; Author: V. Bennett, Quinton Miller ;