Ermis Branded Entertainment & Content

Transcript

1 Ermis Branded Entertainment & Content Η έκθεση δεν θα πρέπει να ξεπερνάει συνολικά τις 10 σελίδες (μαζί με τις οδηγίες συμπλήρωσης των πεδίων). Για τις απαντήσεις θα πρέπει να χρησιμοποιηθεί μέγεθος γραμματοσειράς 10 ή και μεγαλύτερο. Οι οδηγίες για τη συμπλήρωση των πεδίων της φόρμας δεν πρέπει να διαγράφονται, καθώς αποτελούν οδηγό για τις κριτικές επιτροπές. Σε κανένα σημείο της έκθεσης δεν πρέπει να αναγράφεται το όνομα της συμμετέχουσας εταιρίας επικοινωνίας. Κατηγορία: LIVE BRAND EXPERIENCE Τίτλος Συμμετοχής: Frulite Ksezoumise_to Προϊόν/Υπηρεσία ( Brand Name): Frulite Εταιρία/Πελάτης: Coca Cola 3E Είδος Προϊόντος/Υπηρεσίας: Juices Διάρκεια Καμπάνιας: 4/ / Σύντομη Περιγραφή της Συμμετοχής (μέγιστο 80 λέξεις) Θα χρησιμοποιηθεί, σε περίπτωση βράβευσης, για την παρουσίαση της συμμετοχής στην τελετή απονομής και στα έντυπα της διοργάνωσης. One day the people of Athens woke up to the sight of real swings branded by Frulite installed in their bus stops! Who did this? They did! As part of a larger campaign for the Frulite juice brand in Greece, with the main message squeeze the juice out of every moment in life we invited young people with a CTA video (youtube, pre-roll ads in web tv, facebook, websites ect) to come up with an idea on how they would transform dull bus stops and make them fun and write it in our platform, ksezoumiseto.gr.

2 2. Περιγραφή της καμπάνιας (max 300 λέξεις) Περιγράψτε το σύνολο της ενέργειας. Τι ζητήθηκε από τον πελάτη, στόχοι, στρατηγική, δημιουργική εκτέλεση της ιδέας. The problem that Frulite was facing at the time was that it had lost touch with the younger audience. We needed to find innovative ways to interact with them. Frulite s core idea is You choose the taste of your life. In our view that means that you can choose the way you want to live your life, the attitude you will have towards reality. It does not give guidance as to which attitude you should have, but it aims at empowering you in regards to your freedom of choice. In a country battling with a great recession we often tend to put our lives on hold, for the brighter days. We wanted to ignite youth and bring them to their natural state, AKA living life to its full potential. Taking advantage of the moment and finding pleasure even in the most mundane. Squeezing the juice out of every moment. This was the main message of our campaign, which unfolded through a series of engaging, interactive and surprising physical and digital experiences. Our target group is 15-34, core 15-24, throughout Greece. This directed us to communicate mainly through the digital world, where our core target group thrives. Different social media, (Facebook, youtube, Instagram, twitter) popular apps (like Shazam, Skype) sites and influencers pages as well as the primary transport vehicles of youth, busses/bus stops and the subway, were our communication media. To speak youth we needed to be highly interactive, engaging and experiential. We asked youth to Squeeze the juice out of every moment and through a site and our Social Media we gave them 5 challenges that would inspire and ignite them. The challenges all involved altering reality and giving it a fun twist. They were introduced consecutively within a 6 months period. One of was to make a real difference in the city! And swings became real!

3 3. Περιγραφή εμπλοκής του κοινού (max 100 λέξεις) Περιγράψτε με παραδείγματα πως το κοινό στο οποίο απευθυνόταν η ενέργεια, ενεπλάκη ή εκτέθηκε στο περιεχόμενο. As part of a larger campaign for the Frulite juice brand in Greece, with the main message squeeze the juice out of every moment in life we invited young people with a CTA video (youtube, pre-roll ads in web tv, facebook, websites ect) to come up with an idea on how they would transform dull bus stops and make them fun. People could login to our platform ksezoumiseto.gr (via facebook or ), write their ideas and Frulite would realize one of them. Thanks to our audiences innovative thinking people of Athens woke up to the sight of real swings installed in their bus stops! 4. Αποτελέσματα ενέργειας (max 200 λέξεις) Περιγράψτε την επιτυχία της συμμετοχής τόσο για λογαριασμό του πελάτη, όσο και από πλευράς κοινούστόχο. We asked people to co-create an exciting experience on bus stops and Squeeze the juice out of waiting time. They submitted their ideas online and Frulite realized one of them. This resulted in swings being installed on several bus stops in Athens. People could login to our platform ksezoumiseto.gr (via facebook or ), write their ideas and Frulite would realize one of them. Thanks to our audiences innovative thinking people of Athens woke up to the sight of real swings installed in their bus stops! Reach 5m Engagement + 91% Sales +7,4% in our priority channels New Digital Platform Challenges: Visitors: 70K (+16.6% vs. target) Unique Visitors: (100% on target) Participants: 3.1K (+47% vs. target) Creative Use of Media Outdoor, Bus Stations, Print, Augmented Reality Games, Double reality video Unique Visitors: Sessions: Augmented reality Downloads: Strong PR plan Use of influencers as KOFs) Youtube Videos FB Ads (Total views: 1M +14% vs. target,) Display Campaign (incl. banners, skins, articles) Sampling Program in key customers: More than 25k contacts

4 5. Δημιουργικό Υλικό (jpg) ή URL

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6 6. Ποιο ήταν το Διεθνές Concept και πως η καμπάνια σας διαφοροποιήθηκε ή/και εξέλιξε αυτό; (max 100 λέξεις) Αφορά μόνο τις συμμετοχές που διαγωνίζονται στην Κατηγορία Διεθνές Concept 7. Καταθέστε δείγμα του Διεθνούς Δημιουργικού υλικού σε jpg ή με URL

7 Αφορά μόνο τις συμμετοχές που διαγωνίζονται στην Κατηγορία Διεθνές Concept