The closer a product gets to expiring, the fastest supermarkets need to sell them. So they drop the prices. But if there aren’t enough people in the store to see it, products end-up stuck on the shelf. A waste, not only for the business, but for consumers and society. To promote products with a short lifespan... Supeco used a format with a short lifespan: The Instagram Stories. The ephemeral media space that lives 24 hours only. The products about to expire got their own media space and offer, impacting the right people in the right place. Using geolocation, the discounts were shown in a 1km radius from each store, reaching and attracting those nearby. The offers lasted the same as the stories... 24 hours only.
