To introduce the term "hypermarket", out-of-town shopping and the brand name Cora to Hungarian consumers.
Artaban has cooperated with Cora on communication projects since the construction work of their first hypermarket started in February 1996. Research on shopping habits and colour preferences of Hungarians have been devised and conducted, consumer communication on local and national level as well as supplier communication has been set up. A communication and media strategy has been developed and implemented for the opening of the first hypermarket in May 1997.
Local resistance against the opening of the hypermarket has been defused and the opening of the first hypermarket has been an unparalleled success (100,000 shoppers in the first four days) and within three years Cora has become a major retail company in Hungary.