Zuji Beans, 2 by Happy Soldiers for Zuji

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Zuji Beans, 2

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Industry Travel Agencies, Tour Operators & Travel Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing
Market Australia
Agency Happy Soldiers
Creative Director John Kane
Art Director David Tomkins
Copywriter Ben Sampson
Producer Tom Hull
Production The Hallway Sydney
Released June 2009

Credits & Description

Advertiser/Client: ZUJI
Advertising Agency: Happy Soldiers, Sydney, Australia
Creative Direction: John Kane
Copy: Ben Sampson
Art Direction: David Tomkins
Group Account Director: Jules Hall
Producer: Tom Hull
Production comapny : The Hallway

Describe the brief from the client:
Zuji, one of the world's largest online travel companies needed to drive more people to their website. They needed to get people thinking about booking a holiday when the world financial crisis was looming and saving money for a holiday was not at the top of people's minds. Describe how the promotion developed from concept to implementation:
We came up with the strategy 'Helping Holidays Happen'. From there we discovered the best way to help people was to save them money for a holiday. We began creating everyday products and selling them at a very low price, this way people could save more money for their holiday. We began by producing Zuji Beans and selling them for just 10c a can. From our factory doors Zuji Beans were transported and sold in Zuji Bean shops throughout the country. The campaign grew to include above-the-line advertising, delivery trucks and even our very own Zuji Bean staff members.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The first major shipment of Zuji Beans were sold out in the first month and as a direct result, the Zuji website recorded a 38% increase in search traffic. The website experienced the highest number of hits it had ever had in that time and Zuji Beans became a hit on over 3, 550 blog sites nation wide. After the massive success of Zuji Beans the client extended the ‘Helping Holidays Happen’ campaign to include the entire Asia-Pacific region. With thousands of Zuji Bean cans now kept in cupboards across Australia, the Zuji brand is now literally a household name.
Explain why the method of promotion was most relevant to the product or service:
During the financial crisis people had forgotten about holidays as an option and we needed to remind them that Zuji was the brand that helped them go. With promotion we could be topical, saving people money with Zuji Beans when they most needed it. Promotion also allowed us to advertise to our market at the right time - when it was holiday season. The interactive nature of promotion allowed us to set up Zuji Bean shops and sell the beans, which enabled the Zuji brand to enter the food cupboards and households of consumers all across the country.