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New Home New Language
by Dimitar Trendafilov| Sofia, Bulgaria
Thursday, 6 January 2011
tags: brand worlds, categories, clients & brands, consumer culture, emergence, europe, making sense, semiotics
In Bulgaria the financial crisis has reduced the amount of advertising and encouraged an increasing focus on price and savings. However there are still strong signs of creativity in this local market, a good example being the campaign run by Baumaxx – one of the biggest retail chains in Central and Eastern Europe, which specializes in materials for construction, home repair and supplies.
Like the better known brand Ikea, Baumaxx focuses its communication on the idea ‘do it with your hands’ – but does so deploying a distinctive mix of low price messaging, a promise of shopping comfort and convenience and making it clear that the offer extends beyond furniture to a wide range of domestic goods. In Central Europe the TV spots use Frank Sinatra’s ‘My Way’ playing behind an appropriate domestic narrative. In Bulgaria Baumaxx also uses distinctive local language and humour in its advertising.
After the summer season 2010 there was a little more time and probably some money for households to spend on renovating their homes. Baumaxx caught that wave and used it aggressively in order to respond to the increasing demand in the repair and maintenance sector in the months before winter – and to cut through the messaging clutter as there are a lot of players in this marketplace. An integrated marketing campaign deployed booklets, 7-second TV spots, radio spots, a massive billboard presence and the launch of a Baumaxx a group on Facebook.
In the Bulgarian market the new and highly creative Baumaxx print and TV campaigns featured two young characters, one male one female, and a dynamic (even aggressive) hip-hop flavoured tonality. Such communication codes have been extremely popular in local advertising for fashion brands, telecoms and some food and snacks products – but were unknown till now in the big retail chain category.
By way of illustration, Baumaxx advertising uses colloquial everyday phrases prominently in radio spots and as headlines in the print ads and billboards. In the print ad shown here Baumaxx points out different products which may be purchased as a good bargain, each one representing a different department of the store. The original elements in the ads are not the prices themselves but the presentation of home repair as a fun, energetic process which fits young people’s taste. Till now home repair was associated with older, family people. The whole message positions what used to be regarded as tiresome maintenance of the home as something easy and, with the support of Baumaxx, very much in the consumer’s control. Among other wordplays here deploying street metaphors, phrases taken from actual everyday language include “The prices break off” (Цените къртят), which also connotes something being ‘cool’ (Кърти мивки), and “Prices are concrete”/“Prices are iron”, i.e. the prices are low and solid and this is for sure [Нещата са бетон, железни са].
What we see here is youth codes beginning to mature and cross into categories that target an older life stage as the consumer target groups accustomed to more nuanced and culturally attuned styles of brand communication themselves grow a little older. In the case of Baumaxx a direct down-to-earthness which is part of the ‘cool’ cultural appeal of hip-hop, interpreted here through colloquial ‘street’ Bulgarian idiomatic language, skillfully combines creative appeal with a clear and hard-hitting message on value. The general principle is that at times of relative economic constraint there are ways of talking about price and value in a stylish, culturally connected, even quite edgy tone of voice – rather than having to go with just a crude, functional, stripped-down price message.
© Dimitar Trendafilov 2010