STRATEGY
BINE MERCI aims at breaking the pattern of its category, through an emotional, funny and loyalty-building approach, promoting the no-stress factor of online shopping delivery: the possibility to personally pick up the package ordered online, whenever best suits your schedule. This way, both shopper and packages are doing “bine merci”/ “just fine”, without the usual stress related to waiting for the courier at the right place and time.
NAMING SIGNIFICANCE
This colloquial expression “BINE MERCI” aspires to gain sympathy for the brand and convey the feeling of well-being that this type of delivery gives you.
MEANING OF GENERAL PHRASE: “BINE MERCI” is used to express a state of calmness, serenity, without any care, no rush, no stress, a pleasant experience, lived in peace, just as everyone wants it to be.
MEANING OF BRAND NAME: Online shopping with personal pickup delivery gets the “BINE MERCI” attribute. The brand name has multiple meanings: you shop “Bine Merci”, without the stress of waiting for the courier, you pick them up “Bine Merci”, on your way around the city, and the packages wait for you ”Bine Merci”, for 3 days, without rushing you to come and collect them.
TONE OF VOICE
Conversational, sociable, simple, easy to understand, spontaneous, optimistic, offering all needed explanations, BINE MERCI talks in the voice of the funny friend within a group.
When there are serious topics involved, of course we take serious things seriously. You can count on BINE MERCI anytime, but that doesn’t mean that the brand won’t do everything it can to make the process more pleasant, by adding a little joke to every step of the process, like e-mail or SMS notifications, for instance.
No matter the topic, BINE MERCI will always see the full side of the package and will also convey this way of life to its public.
