PROMOTION BRIKS MAGIKOS by BITTIA MEDIA for Shell/capsa

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PROMOTION BRIKS MAGIKOS

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Industry Public awareness
Media Direct marketing
Market Spain
Agency BITTIA MEDIA
Executive Creative Director Javier Sáez De Adana Tarifa
Creative Director Angel Heredia Carballo
Illustrator Javier Fernandez
Released January 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CAPSA
Product/Service: CENTRAL LECHERA ASTURIANA
Agency: BITTIA MEDIA
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: BITTIA MEDIA, Gijon, SPAIN
Entry URL: http://www.briksmagikos.es/cannesfestivalawards/
Strategic General Manager: Jorge Cubain Arenas (Bittia Media)
Executive Creative Director: Javier Sáez de Adana Tarifa (Bittia Media)
Creative Director: Angel Heredia Carballo (Bittia Media)
Marketing Manager: Sara Diez (CAPSA)
Customer Services Director: José Luis Pérez-Espinosa (Bittia Media)
Account Executive: Edgar Carrasco (Bittia Media)
Account Manager: Menka Harjani (Bittia Media)
Online Account Manager: Javier Vázquez (Bittia Media)
3D: Rafael García (Bittia Media)
Programmer: Manuel Peliz (Bittia Media)
Online Creative: Avelino Valle (Bittia Media)
Community Manager: Ana Crespo (Bittia Media)
Community Manager: Isabel Sánchez (Bittia Media)
Online Creative: Elia Gregorio (Bittia Media)
Illustrator: Javier Fernández (Ilustraciones Javier Fernández)
Product Manager: Ruben Frade (CAPSA)
Innovation Director: Javier Prieto Martínez (Bittia Media)
Media placement: MICROSITE - INTERNET (Briksmagikos.es) - 20 JAN 2010
Media placement: BANNER - WEB PAGES: CARTOON NETWORK, DISNEY, NICKEL ODEON - 1 FEB 2010
Media placement: YOUTUBE CHANNEL - YOUTUBE.COM - 1 FEB 2010
Media placement: NEWSLETTER - EMAILING - 15/FEB-15/MAR-15/ABR
Media placement: FACEBOOK - FACEBOOK.COM - 1 FEB 2010
Media placement: TWITTER - TWITTER.COM - 1 FEB 2010
Media placement: APPS And WIDGETS - BRIKSMAGIKOS.ES - 1 FEB 2010
Media placement: PACK FOR BLOGGERS - DIRECT MARKETING - 22 JAN 2010

Describe the brief/objective of the direct campaign.
With no TV support and very little resources, we had to communicate a new promotion for the brand that had as objective the increase of sales. If this was not enough, We had to overcome the skeptical attitude of consumers due to the economical recession being the most expensive brand of the market, also with the challenge of winning with the consumer adding value to the fact of buy Central Lechera Asturiana , fighting in a very favorable market for the private labels (+30% market share vs YAG), a fragmented sector and banal category

Explain why the creative execution was relevant to the product or service.
The key of the creative idea was to involve the bloggers sharing with tham a beta version of the augmented reality games, making them feel special with the limited edition pack. The initiative did not only generate high impact at a very low investment but it differentiated the brand from the rest of the category adding value to it, positioning it as an innovative brand & overcome the price barrier, being one of the most sensible categories at this point.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As to make the initiative successful and make the most out of the resources, we carried out a PR campaign within the WWW. For it we created a limited edition to share with them novelty and make them feel special with a premium pack to distribute within the main social web influencers (bloggers) with the intention of making them the news spreaders. As to be disruptive and therefore generate WOM (word of mouth)we came up with a simple but break through idea: we created a brand icon and digitalised the milk brik, converting it into magic through the use of augmented-reality game.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Forty of the most influencing bloggers of the country participated and spread within their networks our promotion, achieving up to 1.000.000 direct impacts in less than 2 months (Hundreds of posts where generated). The most important digital Media of the country echoed the promo covering it as the most innovative initiative within the mass consuming products. The web at present has 18.000 subscribers (still growing: 150 new subscribers per day even after the communication campaign has come to an end). We had a lot of references in Social Media: 3.000 friends in Facebook and hundreds of followers in Twitter