On a quest to find Albert Heijn’s musical talent
TBWA is getting serious about online content in the marketing mix for their loyal client Albert Heijn. Through the new channel Appie Today they’re continuously exploring new creative formats and ways of entertaining customers.
BUILD A RELATIONSHIP
EVERYTHING STARTS WITH A PLAN
Infotainment is yesterdays news. Let’s focus on the fun and see what we might learn.
REFINE THE FORMAT
CREATE COOL FORMATS
Intercom Stars is a musical talent show in which Albert Heijn employees battle against each other to reach ultimate stardom. The contestants perform in the stockroom of the supermarket and by using the existing Intercom system to reach all customers.
MAKE YOUR CONTENT LOOK GOOD
PRODUCE IT RIGHT
We gave the more traditional talent show a remake. This format is tailor made for online. It’s produced far more efficient than the good-old TV version.
MAKE YOUR CONTENT SEEN
DELIVER IT EFFECTIVELY
In partnership with google, AH is testing every new pilot extensively