FLEXI COMPRAS

CHALLENGE:

FLEXI COMPRAS, A RENT-TO-OWN ELECTRONICS AND APPLIANCES STORE, WANTED TO MAKE ITS BUSINESS PROPOSITION APPEALING TO A LARGER DEMOGRAPHIC.

CONSUMER'S PERSONAL STORY:

CREDIT-CHALLENGED MULTICULTURAL CONSUMERS IN ARIZONA, CALIFORNIA, NEW MEXICO, AND TEXAS.

CULTURAL TRIGGER:

“I WANT THE BEST IN ELECTRONICS AND APPLIANCES. GETTING WHAT I WANT IS ALWAYS A CHALLENGE BECAUSE OF MY NOT-SO-GOOD CREDIT. I WOULD LOVE TO FIND A PLACE THAT GIVES ME THE OPPORTUNITY I DESERVE."

CULTURALLY RELEVANT SOLUTIONS:

BILINGUAL INTEGRATED CAMPAIGN THAT INCLUDED LOCAL TV, RADIO REMOTES FOR GRAND OPENINGS, GEOTARGETED BILLBOARDS, IN-STORE COMMUNICATION, DIRECT MAIL, BILINGUAL BROCHURES, AND DIGITAL COMPONENTS.

RESULT

MADE BRAND RELEVANT TO DIFFERENT CONSUMER SUBGROUPS.

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