Category: Best Use of Ambient Media: Small Scale
Product/Service: HAPIHAP TOAST
Agency: GREY BUCHAREST
Date of First Appearance: Mar 10 2011
Entrant Company: GREY BUCHAREST, ROMANIA
Head of Art Direction: Bob Toma (Grey)
Account Director: Mihaela Bourceanu (Grey)
Client Service Director: Cristiana Spataru (Grey)
Copywriter: Alex Strimbeanu (Grey)
Media placement: Ambient (Print On Wrapping Paper) - Supermarkets And Delis - 10 March 2011
Insights, Strategy & the Idea
Introduce HapiHap toast to consumers as the best choice of bread for sandwiches.
Romanians buy approximately 300 tons of deli products daily.
Sausages, bacon, salami, ham or cheese are customary in every Romanian sandwich; a great context for HapiHap to take advantage of.
So, we invented a new context that was naturally connected to the usage of bread. A cost-effective medium that no other brand used before: the wrapping paper for deli products. The perfect place to meet the core consumers of toast bread.
In-store communication is the toughest medium either because of fierce competition, prohibitive costs or legal restrictions. Using a budget that was no competition to the already established bread brands, HapiHap had to find a way through the supermarket’s cluttered advertising space. Or invent it.
Which we did: the paper wrapping with the image of a slice of toast printed on proved to be the perfect branded support for every slice of ham, salami or cheese put on top, thus creating a context that is both surprising, entertaining and relevant.
The supermarkets hosting the campaign received positive feedback from the consumers due to the disruptive effect of the new wrapping paper's layout.
Results and Effectiveness
Media-wise, the average traffic of the hypermarkets where the idea came alive counted 15000 people a day.
In terms of sales, the numbers show a 30% growth compared to the supermarkets where we didn’t implement the campaign but only had the bread for sale.
For a cost per contact of 0.06 Eur against the price of one bread of 0.99 Eur, the ROI was a success.
The Ambient Advert titled HapiHap Sliced Paper was done by Grey Bucharest advertising agency for brand: Hapi Hap in Romania. It was released in the Apr 2011.