The post-holiday holiday
Campaign period: 17th of July- 31 Aug 2019 During the summer season the media space is filled by many brands that try to lure the consumers’ attention with promotions based on countless prizes. Having a national promotion with only 10 prizes to be redeemed, Ursus Cooler’s challenge was to maintain the audience’s interest at the highest level possible, during its activation. Using a mix of relevant influencers & bloggers, we designed a digital branded content campaign in order to drive our audience engagement As the national promo campaign’s purpose was to send consumers in some exotic trips around the world, we based our branded content campaign on a strong insight: nowadays people are even more tired when they return from their holiday vs how they left because they want to “check into” all of those must-see & do touristic things. First step was a partnership with Mircea Bravo & Bunica that stated conversation about how people behave in holidays. In the next phase, we partnered with top travel bloggers such as Aventurescu, Calatori in bascheti, Visator prin lume or Travel with a smile. They enhanced our communication developing curated content about how a holiday should be & feel like. The cherry on the cake was a partnership-stunt made with Tarom in which we took the experience to the next level and invited passengers to become part of our story. Our communication approach helped the brand to reach its commercial objectives and to become a trending topic in social media.
|Strategy:||Having a national promotion with only 10 prizes to be redeemed, URSUS COOLERS’s challenge was to maintain the audience’s interest at the highest level possible, during its activation. Using a mix of relevant influencers & bloggers, we designed a digital branded content campaign in order to drive our audience engagement OBJECTIVES Given that the communication approach was developed to make the audience interested in our promo (promo mechanic: a pack code needed to be entered on the website), we need a mix of promo awareness and audience engagement 1. REACH: at least 2 million people, during the campaign period 2. VIDEO VIEWS for the campaign hero content: at least 1 million views (as in the last brand activation we obtained 632183 views, Dec 2019 Youtube+ Facebook data) 3. UNIQUE WEBSITE VISITORS at least 72,319 (a benchmark set by the last national consumer promo made by URSUS COOLER, www.dozadecooler.ro, July-August 2017 4. AT LEAST 25% returning visits, during the campaign period AUDIENCE Those who drink beer mixes are young adults (both men and women) with above-average education and income, socially active and living in mid-to-large cities. They value status, seek fun and rely on their group of friends to obtain both. They are drawn to beer mixes because they either look for a lighter drink (the 1.9% alco variants) or an adult’s alternative to soft drinks (the non-alcoholic variants). A client research helped us realize that when groups of friends get together there are two very different types of occasions: 1) first there are the party occasions when friends connect through shared fun and require the buzz that alcohol provides - these moments are high energy, nocturnal, public, dynamic; 2) then there are the hangout occasions when friends connect through relaxation and often do not drink alcohol at all - these moments are low energy, diurnal, more private and laidback. The insight was realizing that “refreshment” does not have to be a high energy recharge (like our competitor sees it). On the contrary, there are plenty of moments in our consumers’ lives when their need for “refreshment” means a shared moment of low energy and relaxation that’s closer to laziness than to action. Cooler transformed this demand space into an ownable occasion - the deserved, laidback, shared moment when you and your friends are happy to just hang out and do absolutely, positively, 100% nothing. We named this territory: THE CHILL TERRITORY INSIGHT During holidays, instead of laying back and recharging themselves, people tend to check all those touristic objectives recommended by guides & friends. Therefore, at the end of a holiday people are more tired versus the moment they left and feel the need of a recovery holiday. Therefore, we dressed up our prizes as tools for the chill & recovery holiday. CONCEPT A social media campaign that introduced THE POST-HOLIDAY HOLIDAY|