Danacol Promo, Case study ADOPT THE SALAMI VILLAGE by Burson-Marsteller, Y&R Roma

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ADOPT THE SALAMI VILLAGE

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Industry Yogurt
Media Promo & PR, Case study
Market Italy
Agency Burson-Marsteller
Agency Y&R Roma
Released October 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: DANONE
Product/Service: DANACOL
Agency: YOUNG & RUBICAM BRANDS ITALY
Agency: BURSON MARSTELLER
Y&R Brands Group Executive Director/Executive Vice President: Vicky Gitto (Young & Rubicam Brands Italia)
Y&R Brands Creative Director: Nicola Barracchia (Young & Rubicam Brands Italia)
Y&R Brands Art Director: Sara Cappelli (Young & Rubicam Brands Italia)
Y&R Brands Copywriter: Mattia Peghin (Young & Rubicam Brands Italia)
Vice President/Client Director: Carla Padovani (Young & Rubicam Brands Italia)
Y&R Brands Account Director: Giovanni Zezza (Young & Rubicam Brands Italia)
Y&R Brands Account Executive: Chiara De Nicola (Young & Rubicam Brands Italia)
Y&R Brands Senior Account: Valentina Lazzarini (Young & Rubicam Brands Italia)
Y&R Brands Manager: Francesca Osella (Young & Rubicam Brands Italia)
Y&R Brands Senior Account Director: Teresa Biondino (Young & Rubicam Brands Italia)
Y&R Brands Account Manager: Manuela Capra (Young & Rubicam Brands Italia)
Y&R Brands Creative Director: Danilo Puricelli (Young & Rubicam Brands Italia)
Y&R Brands General Manager: Matteo Sarzana (Young & Rubicam Brands Italia)
Y&R Brands Senior Digital Art Director: Alessandro Camedda (Young & Rubicam Brands Italia)
Y&R Brands Digital Art Director: Eros Verderio/Chiara Beretta (Young & Rubicam Brands Italia)
Y&R Brands Senior Project Manager: Elisabetta Corazza (Young & Rubicam Brands Italia)
Y&R Brands Information Architect: Matteo Macchi (Young & Rubicam Brands Italia)
Media placement: Edutainment Events - - 20/10/2011
Media placement: Event - Gente - 02/01/2012
Media placement: Event - Studio Aperto - 11/01/2012
Media placement: Event - Panorama Economy - 19/01/2012
Media placement: Event - Panorama - 26/01/2012

Summary of the Campaign
The objective was to create a public awareness campaign to educate consumers to the dangers of cholesterol. The idea was to adopt a village and promote the Danacol plan, by a collaboration with medical structure, Policlinico Gemelli, to make the village an example for the country.

The shooting of a new commercial, with the participation of the people of the village:
It’s important to highlight that no fee has been paid to the authorities for their collaboration. Our objectives were to transfer the project authenticity to the consumers thanks to the media. The PR campaign was built before the shooting and it has been carried on after it.

We built a relationship up with the local authorities, introducing our proposal with the plus of visibility offered to the village. We built our credibility with the local community to have their collaboration, persuading them of the importance of the cholesterol prevention and the help we offered by our nutritional and motor activities experts. A large part of the people followed the guidelines suggested by the 'Danacol Plan' and took part in the shooting. We had a large amount of press coverage, on TV, and off- and on-line media.

The Situation
The brief we received was to create the conditions with the village to develop the project and then to communicate its authenticity through the media. The difficulties we met with the media were that the project was perceived as a marketing one, and we had to talk it into authenticity. Then, we met difficulties with the project timetable: The project needed a media diffusion 2 months after the shooting and the implementation of it in respect of planning the on-air spot.

The Goal
We had a double function: To involve the local community and then to transfer the authenticity of the project to the media. The PR actions followed these objectives: to give visibility to the project during the on-air period of the spot; to improve the Danacol project educational path to the consumers; to underline the truth of the project. We worked with the local authorities to plan and organise the involvement of the community, the logistics to realise the project, with the media to release the news to a national level.

The Strategy
Due to the different timetable of the shooting, the project implementation and the needs to spread the news 2 months later, we decided to get in touch with every media contacts, one to one to reach their interest. We never spread any press release, but opted for creating a story angle for every media target we contacted (TV, news magazines, local newspapers). We suggested: a medical note to the health magazines and TV broadcasting; the interviews to the testimonial and a well-known anchorwoman to the news magazines; the project itself to the marketing and communication magazines; and the project, to increase visibility, to the local newspapers.

Execution
In June 2011 we began to identify the village. It had to be small and located in a region well known for the good food. We chose Castell’Arquato at the end of July. In September we began with the second part: To develop the project on the village we need to have the community on board. We met the people; we spent time there with them; we persuaded them to be the protagonists. In October we organised the shooting in the village and the 4 open lessons for the community focused on the lifestyle rules. During this period we gave the embargo to the media, to avoid the release being spread before January. In December we arranged the second shooting and began to contact the media to get visibility starting from January. In January and February we worked to get coverage until March.

Documented Results
Danone had good insights in terms of reputation, among the community. They took part in the project and were enthusiastic. The national media coverage has reached the large and differentiated target of magazines. Every step of the project was shared with the client. The client gave us the main objective of transferring the authenticity of the project and the outcome we had in terms of mood pleased them. Finally the result was: in quarter 1 (2012) +15,9% volume shares and +14,3% value shares compared to quarter 4 (2011).