Cifrut Promo, Case study WHAT IF TATAN? by Initiative

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WHAT IF TATAN?

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Industry Non-alcoholic drinks, Soft Drinks
Media Promo & PR, Case study
Market Colombia
Agency Initiative
Client Service Director Janeth Castañeda
Released September 2012

Credits & Description

Category: Best use of Broadcast
Advertiser: AJE GROUP
Product/Service: FRUIT DRINK
Marketing Director: Nathalia Mateus (AJE Group)
Public Relations Manager: Juliana Sarria (Initiative)
PR Executive: Luisa Mayoral (Initiative)
Content Executive: Katherin Torres (Initiative)
Client Service Director: Janeth Castañeda (Initiative)
Account Director: Nirza Cuesta (Initiative)
Content and Digital Director: Carolina Sandoval (Initiative)
Content Executive: Andrea Sarmiento (Initiative)
Planner: Julian Perea (Initiative)
Media placement: TV spots 10" - ESPN - 27 April, 2010
Media placement: 3 minute TV capsules - ESPN - 4 May, 2010
Summary of the Campaign
THE SITUATION:
Tatan Mejia, national freestyle champion and life-style icon in Colombia, was invited to take on the Cifrut challenge.
THE CHALLENGE:
Transform in news, the capsules we did “What if Tatan” took part in 12 extreme sports that he had never performed?
THE SOLUTION:
We partnered with ESPN to create tailor made programming with Tatan Mejia, national freestyle champion and life-style icon in Colombia and in mainstream media for young people. This gave coverage of each sport he practiced and gave visibility to the program "What if Tatan…".
THE RESULTS:
Generated US$66.936 worth of earn media.
The brand regained 100% of their investment.
The brand’s TOM increased by 86%
Advertising TOM increased 123%
Purchase intention increased 127%
The Situation
Cifrut belongs to AJE, a Peruvian company that has successfully been introduced to market new brands in categories like soft drinks, juices, water, among others.
The juice category in Colombia, speaks to teenagers in a dull and distant language. We had to find a connection with them, speak their language and generate identification; our tool was the National Champion Free Style Tatán Mejía.
The Goal
We needed to position Cifrut as a fruit juice that delivers an emotional experience and helps propel teenagers into their next risk-taking adventure. The daring campaign slogan was: “What if ...” An invitation to challenge teenagers to explore new experiences.
This great insight and creative concept gave us a strong differentiation within the category. We had to transform the alliance with this celebrity in news associated with the brand. He would be our vehicle to capitalize on the concept of the Campaign on PR and achieve extensive coverage in media.
The Strategy
To increase Tatan Mejia’s recognition among young people, we opened spaces in the news media, showing Tatán take part in 12 extreme sports that he had never performed before, like downhill, skydiving, bungee jumping, parkour, kitesurf, etc. His experiences were caught on camera and turned into 12 three minute films, a tailor-made TV program for the brand aired in ESPN´s show “Zero Gravity” as editorial programming every week for three months in 5 countries: Colombia, Chile, Perú, Ecuador, Bolivia. That linked closely with the target, highlighting their interests and aspirations; a branded content that they could use as editorial programming. Teenagers felt the adrenaline in each episode to see how Tatán challenged himself and how he overcame his fears, this allowed us to generate great news by itself.
Execution
We created a high interest from journalists about the news, so that mainstream media for young people covered each sport he practiced and gave visibility to the program, to successfully transmit brand messages and give visibility to the program “What if Tatan”
The news was a TV host that spread to radio and newspapers. We had coverage with RCN Television, Shock Magazine, Caracol Radio, Radioacktiva, Tropicana, among others.
The PR strategy was held in Bogotá, in a month, and was a success because it was the only media action for the brand campaign throughout the year.
Documented Results
Not only do we get young people feel at Cifrut to feel more close, speaking to them in their language, but also be able to handle a differential communication in a format that no brand in the category was used. And the results were awesome:
Generated US$ 66.936 worth of earn media.
The brand regained 100% of their investment
The brand’s TOM increased by 86%
Advertising TOM increased 123%
Purchase intention increased 127%