Radenska Case study SORRY ORANGE by Futura DDB Ljubljana

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Industry Water
Media Case study
Market Slovenia
Agency Futura DDB Ljubljana
Creative Director Zoran Gabrijan
Art Director Matija Kocbek
Copywriter Saso Petek, Jure Korenč
Released April 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: RADENSKA
Product/Service: RADENSKA - ORA
Date of First Appearance: Apr 20 2010
Entry URL: http://ora.radenska.si/
Project Manager: Ana Por (Futura DDB)
Creative Director: Zoran Gabrijan (Futura DDB)
Art Director: Matija Kocbek (Futura DDB)
Copywriter: Jure Korenč (Futura DDB)
Copywriter: Sašo Petek (Futura DDB)
Design: Tibor Kranjc (Futura DDB)
Media placement: Viral Moovie - Internet - 20.4.2010
Media placement: Biillboards - Billboards (Europlakat) - 20.4.2010
Media placement: Print Ads - Magazines - 20.4.2010

Describe the campaign/entry
Our objective was to introduce the new flavor of one of the oldest and most recognizable non-alcoholic drinks in Slovenia.
We presented the new flavor in a fun and appealing story that speaks about the rivalry between one of the four old flavors – orange - and a new flavor, peach. Ora peach is the first refreshing fizzy drink of this flavor.
Target audiences were loyal consumers of Ora and people who love refreshing fizzy drinks.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign included viral film that was presented on the internet, billboards across the country, print ads, a facebook site and the constructivist composition of demonstrating oranges before billboards.

Give some idea of how successful this campaign/entry was with both client and consumer
This campaign was very successful; the sales increased approximately 45 %.