Ermis Integrated Campaign

Transcript

1 Ermis Integrated Campaign 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. Τίτλος Συμμετοχής: Frulite Ksezoumise_to Προϊόν/Υπηρεσία ( Brand Name): Frulite Εταιρία/Πελάτης: Coca Cola 3E Είδος Προϊόντος/Υπηρεσίας: Juices Διάρκεια Καμπάνιας: 4/16 12/16» Ποια κανάλια επικοινωνίας χρησιμοποιήσατε; Τι ενέργειες υλοποιήσατε; Σε ποια μέσα προβληθήκατε;» Αναφέρατε όλα τα Μέσα Επικοινωνίας που χρησιμοποιήσατε Τηλεόραση 1. TVC s 2. Χορηγίες 3. Product Placement 4. Επώνυμη αναφορά Ραδιόφωνο 1. Ρ/Φ Μηνύματα 2. Αναφορές Παραγωγών 3. Χορηγίες Εκπομπών 4. Διαγωνισμοί / Δώρα

2 Καταχωρίσεις 1. Κλαδικά Μέσα 2. Εφημερίδες - έντυπες 3. Εφημερίδες Ηλεκτρονικές 4. Περιοδικά έντυπα 5. Περιοδικά Ηλεκτρονικά 6. Άλλο Direct» mail» » Άλλο PR Events Branding & Design 1. Συσκευασία 2. Packaging 3. Άλλο Κινηματογράφος Digital 1. Online Ads 2. Web Site 3. Viral Video 4. Social Networking Sites 5. Gaming 6. Mobile Phone 7. Άλλο Υπαίθρια Διαφήμιση 1. Αεροδρόμια 2. Μέσα Μαζικής Μεταφοράς 3. Billboard, Pisa, Panels κλπ 4. Άλλο Χορηγίες Retail Marketing 1. POP Υλικό 2. Video 3. In-store Διαγωνισμός 4. Προωθητικές Ενέργειες Guerilla 1. Ambient Media 2. Άλλο Consumer Involvement 1. Word of Mouth 2. Consumer Generated 3. Άλλο Άλλο

3 » Περιγραφή Προγράμματος Επικοινωνίας 360 at heart, the Frulite campaign mixes online and offline, digital and physical by exploiting a plethora of contact points. Experiences are met in real life, on mobile apps, in the digital space. Video, games, co-creation are all integral parts of this campaign, Communication flows between ATL, BTL, PR, SM and Digital media. Background - We were asked to develop a communications and media mix strategy that would reestablish the relationship of the brand with its core target group, bring the teasing/alternative nature of the product back, while keeping fruits in the front line in a distinctive and unconventional way that young people would love to interact with. We needed to solidify brand values (playfulness, freedom, indulgence, humor and joy), increase awareness and increase relatability to youngsters. The creative idea.- Frulite s core idea is You choose the taste of your life. 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 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 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 7 challenges that would inspire and ignite them. The challenges all involved altering reality and giving it a fun twist.. Describe the strategy 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. Our tone of voice was daring, disruptive and playful and the design of ksezoumise_to material was colorful, fruity and uplifting!» Περιγράψτε πως το πρόγραμμα επικοινωνίας λανσαρίστηκε και υλοποιήθηκε σε κάθε κανάλι επικοινωνίας, με ιδιαίτερη αναφορά σε κάθε ένα από αυτά. Facebook Several Posts, Quizes and CTA Videos, Youtube Rpe Roll Ads & CTA Videos Web Banners Skype, Shazam, Msn, Lifo, Yahoo Print ADS for Awareness of the campaign - Free Press, Trade Press Outdoor Bus Panels, Bus Wraps, Metro were used for campaign awareness ambient media We installed swings in several high profile bus stops creative a huge buzz and word of mouth. Mobile A mobile app was created. Several Augmented reality games were available for the consumers to play and interact with our packaging Packaging We altered the packaging making it more fun by introducing the A.R. games. Consumer Involvement. On the 2nd challenge we asked them 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. But through out the campaign consumer engagement was constant. Our target group is 15-34, core 15-24, throughout Greece. 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 7 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 9 months period. Our tone of voice was daring, disruptive and playful and the design of ksezoumise_to material was colorful, fruity and uplifting! --The campaign launched through the 1st challenge. We asked people to Squeeze the juice out of Easter time vacation AKA family dinners and traditional Easter lam cooking. The 2nd challenge asked them 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. This was followed by an AR app, where people could squeeze boredom by downloading out ksezoumiseto mobile app and playing time consuming games with our packaging. Our 4th challenge introduced a double-reality interactive video, which aired on our website. Viewers could watch the video and by pressing on the squeeze it button watch an alternative and far more fun reality. Finally, the 5th challenge gave them the opportunity to Squeeze your style by personalizing a white t-shirt. Two more challenges were introduced that kept engagement high.

4 » Γιατί πιστεύετε ότι η συμμετοχή αξίζει να κερδίσει το βραβείο «Ermis Integrated Campaign» 360 at heart, the Frulite campaign mixes online and offline, digital and physical by exploiting a plethora of contact points. Experiences are met in real life, on mobile apps, in the digital space. Video, games, co-creation are all integral parts of this campaign, Communication flows between ATL, BTL, PR, SM and Digital media.» Σύντομη Περιγραφή της Συμμετοχής (120 λέξεις) We wanted to inspire people to squeeze the juice out of every moment in life, based on Frulite s motto: You choose the flavour of life! So, we designed an online platform connected to social media with a series of interactive challenges for our target audience. We asked people to squeeze family dinners, squeeze the time they wait for the bus, squeeze the crowded island transport, squeeze boredom, squeeze style and make it their own! We created a vibrant, engaging, disruptive, effective and fun communications campaign, achieving all our target KPIs and over performing on all of them.

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