Gusto Pufuleti Promo, Case study MEGA SURPRISES WITH MEGA BUZZ by The Practice

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MEGA SURPRISES WITH MEGA BUZZ

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market Romania
Agency The Practice
Client Service Director Oana Bulexa
Released July 2010

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: GUSTO PUFULETI
Product/Service: CORN SNACKS
President: Eliodor Apostolescu (Phoenixy)
Managing Partner: Gabriela Lungu (The Practice)
Client Service Director: Oana Bulexa (The Practice)
PR Manager: Floriana Cristea (The Practice)
Event & Production Specialist: Ruxandra Avram (The Practice)
Online PR Director: Monica Jitariuc Soare (The Practice)
Media placement: Blogs campaign - ligaoptimistilor.ro, blog.iqads.ro, chez.mazilique.ro - 1 July 2010
Media placement: Social media annoucement - Facebook (Liga optimistilor) - 1 July 2010
Media placement: Small events on the spot to implement surprises (BTL) - Tabu editorial office; many other surprises for journalists and bloggers (summer & autumn) - 1 July 2010
Media placement: Articles about the Gusto surprises - bazavan.tabu.ro - 1 July 2010
Media placement: Press release annoucement - Lumea Femeilor, Good Food, Cosmopolitan, Bolero, Story, Mami - 7 July 2010
Media placement: Radio contest for consumers - Itsy Bitsy - 29 November 2010
Media placement: Social media contest for consumers - Facebook (Liga optimistilor), Twitter, blog (ligaoptimistilor.ro) - 2 December 2010
Media placement: Events to implement consumer surprises - Bucharest central squares (Piata Romana, Piata Unversitatii) - 26 December 2010
Media placement: Celebrities surprises (BTL) - Antena 1 TV - 24 December 2010
Media placement: Press release post campaign - IQads.ro, webpr.ro, avantaje.ro and many more - 28 February 2011

Summary of the Campaign

No matter how sad or worried we usually are, ALL of us instantly become very happy when someone makes us a lovely surprise!
This is the insight we based on in our PR campaign designed for Gusto Pufuleti, the most famous corn snacks in Romania, when the producer introduced a new variety on the market: Gusto Pufuleti with Mega Surprises (a snack bag containing different toys that you could only discover when opening the package).
So what better launch for the new product than a national Mega Surprises campaign to make real surprises for real people around the country?
It perfectly fitted on the brand’s communication umbrella: no-matter-what optimism, our campaign succeeded to bring Romanians authentic reasons to remain or even become positive! We started by making surprises for journalists, celebrities, the brand’s social media friends & fans and afterwards to customers from the entire country! The campaign created buzz and strong emotional bond with the target, while the media coverage results involved articles in written press, news on TV and radio, plus fine exposure in social media! For the client, these great results provided a 4:1 ROI!

The Situation
Gusto Pufuleti is the leader of the corn snacks market and a very loved product in Romania. The brand is about simple, natural, nothing-to-worry-about corn snacks, and its positioning is on optimism value. In 2009, the brand started a real pro optimism revolution in Romania, assuming a brave and militant mission: to save Romanians from depression and sadness!! A year later, we had to announce a new variety: Gusto with Mega Surprises: the good, old, well-known corn snacks, but now with toys placed inside the bag! We also had to integrate this new variety within the same brand umbrella of optimism.

The Goal
Our customers: young kids... so happy when discovering the huge toy inside the bag! But, during our research we realized that the kids didn't actually buy the product, their parents and grand-parents did. Thus, the campaign’s objective was not only to generate buzz around the product for the young target audience, but also to address to the adult target audience, to make them like the product and understand the kids’ joy.
Criteria for success: reach 2,000,000 adults and their kids, through targeted publications in which to include editorial personalized materials, talking about the experience offered by the product, not about the product itself.

The Strategy

Considering the new product’s joyful personality and features, also its ability to offer happy surprises, we decided to move further from just saying optimistic messages to actually “doing” things that would make people optimistic! We decided to show everyone that wishes can become real when you expect less, that we must keep up with the positive thinking to make our dreams come true! We transformed Gusto with Mega Surprises into an “intervention team”, which will literally create real surprises for real people!
Our campaign had four steps, targeting people depending on their relevance and ability to help us spread more and more the idea of Mega Surprises: 1) journalists and bloggers; 2) celebrities; 3) the adult consumers; 4) the end-consumers: kids! Insuring strong emotional bonds and dozens of smiles, helped by our “acolytes”, we discovered the surprised people wanted desire and transformed it into real facts!

Execution
We launched our campaign, by choosing the editors-in-chief of the relevant glossy women publications and bloggers. Our intervention team, formed by corn mascots burst in whooping “Surpriiiise”, while the entire editorial team remained astonished!! Authentic reactions, childlike innocent joy! They were so excited, that they wrote instantly on social media accounts and in magazines!
Then journalists paid it forward and became accomplices, helping us to create Mega Surprises to celebrities. One of the greatest surprises was made to the most famous woman in Romania, directly in her TV live show, watched by 4% of the Romanians, around 900,000 people.
The third phase targeted consumers, through a National MS Contest on radio and social media, inviting Gusto’s friends & fans, to submit their surprises ideas. Hundreds of Mega Surprises were subscribed both by kids & parents all over the country! The most creative and emotional ones were brought to life.

Documented Results

The results? Well… the best surprise was both for us and the client! We actually succeeded to do real surprises for real people in the name of Gusto Mega Surprises reaching over 4,500,000 people, 1/4 of Romania’s population!
We obtained 100% coverage in press with personalized messages, great exposure on TV and radio: 10’ on TV, 90’ on radio, more than 200,000 people reached in online media, hundreds of pictures, comments & messages on social media and a 4:1 Return on investment!!
Gusto Mega Surprises campaign brought joy and optimism in the most authentic way. We succeeded to create a strong emotional bond between the product and its consumers, both kids and parents, encouraging interaction with the brand and the product. Moreover, by personalization of the brand, we managed to sustain and give to our brand communication strategy a different approach, one which was more human and genuine.