Euronics announced an invitation-only tender with the aim of finding an agency to help reposition its brand in 2024. Five agencies participated in the two-round competition, with Positive Adamsky ultimately securing the contract.
In addition to a strong strategy, the client expected the proposed concepts to go beyond the conventional norms of the electronics market and to introduce innovative elements. It was crucial for the concept to distinguish Euronics from the promises of "we are cheap, at a good price," to leave a mark, while robustly and unpretentiously supporting the brand's sales objectives.
"It wasn't an easy task during the selection process; we received many likeable and creative repositioning plans from the invited agencies. However, we were looking for something that we hadn't necessarily seen before, something 'different,' that could resonate with a broader and previously untapped consumer base. Positive Adamsky's fresh and pleasantly surprising proposal truly met our expectations," says Ramóna Kiss, Head of Euronics Brand & Marketing Communications.
The planning for the 360-degree integrated campaign is already underway.