Enhancing emotional loyalty to become the pharmacy of choice
Dis-Chem decided to disrupt the market and shock its competitors with a type of campaign never seen before in South African drugstore: a short-term spend & get loyalty programme offering attractive, non-pharmacy rewards. They focused on enhancing emotional loyalty by surprising and delighting shoppers with fun and exciting shopping experiences for the whole family. With the marketing activities around Mickey’s 90th Anniversary and Disney’s strong brand values, Disney formed the perfect license to deliver on those goals. The Disney MicroPopz! programme was comprised of 16 FREE figurines including classics and favourites such as Mickey and Minnie Mouse plus heroes from Monsters, Inc, The Incredibles, Frozen and Toy Story. They offered a collectors album for purchase, with a fun board game to be played with the Disney MicroPopz!