BIPA: Permanent Price Proof

BIPA, a drugstore retailer in Austria, broke a Guinness World record by launching a live stunt on TV to promote its discounted products.

Campaign details

Brand: BIPAAgency: Heimat Wien - HMT Marketing GmbHCountry: AUSTRIA

Marketing context

For years, the Austrian market has been dominated by mega promotions, gaga discounts and monster-sized packages. Consumers therefore found themselves in the middle of a constant promotional price war. BIPA countered with a permanent pricing program – the BIPA "Dauerpreis": more than 15,000 articles were discounted at once – and permanently.

Campaign planning

The goal was simple: to create as much buzz as possible by attempting to break a world record. The campaign consisted of three phases building on each other: teaser...

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