Altex has started its largest discount event of the year, this time called Blec Fraidei (the Romanian pronunciation of Black Friday). The retailer is aiming to address customers in a friendly and fun way with life stories that will be shown in the campaign. The event will go on for the entire month of November to give customers enough time to find the products they want to buy.
This year, Altex Romania, the leader in the electronics, electronics, IT & C and multimedia markets, has chosen to communicate the retail event of the year with a new creative idea, set on a funny and unprecedented dramatization. Following a creative proposals competition, the Graffiti BBDO agency was selected to develop the Blec Fraidei communication campaign.
The campaign follows Altex Romania’s positioning: In 25 years, Altex has learned what Romanians want and promises, as a brand, “The lowest price in Romania”. Naturally, with Black Friday, Altex is the most legitimate brand to offer Romanians an authentic shopping experience, in an original and cheerful way.
“During “Blec Fraidei”, our storage and transport logistics capacity is maximally used: 4 central warehouses, 11 warehouses and over 100 stores throughout the country. At the same time, we provide a wide range of offers, with generous stocks, but still limited over the entire promotional period. In addition, we offer advantageous credit services to customers that allow them to get their favorite products right away. We will provide our customers with a stock of approximately RON 1.4 billion,” said Edvin Abdulachim, commercial director of Altex Romania.
“Substantially discounted products have been carefully selected to meet the diverse expectations of customers, but also to provide them with access to state-of-the-art technologies. The discounts are valid throughout the campaign (1 November – 5 December), precisely to give all customers the chance to choose and benefit from the products and discounts that best fit them. This event is all about customers,” said Raul Filip, director of acquisitions at Altex Romania.
“We have decided to “Romanize” Black Friday, because we are a Romanian company that has grown for 25 years, taking into account Romanians’ wishes. We want to be permanently at their disposal and that is why, unlike the American concept, the Blec Fraidei promotions do not last for just one day or a few minutes, after which the stocks are exhausted. Last but not least, we appreciated the difference in communication, in a competitive market where talking about the price and the best deals, is becoming an increasingly challenging one,” said Irina Grigore, marketing manager at Altex Romania.
“At a time when communication in the market is very crowded, we will present Altex offers using Romanian folk expressions and even transcribing phonetically the Blec Fraidei event. Visually, we transposed Romanian expressions into images in a fun and easy way for consumers to understand,” said Victor Oprisan, group creative director at Graffiti BBDO
Other companies are also organizing Black Friday events this fall, with Flanco going for the whole month and eMag for just one day, on November 16.