Ligeresa Promo, Case study LIGERESA BETS AND WINS by Mindshare Madrid

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LIGERESA BETS AND WINS

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Industry Sauces
Media Promo & PR, Case study
Market Spain
Agency Mindshare Madrid
Released May 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: UNILEVER
Product/Service: MAYONAISSE
Date of First Appearance: May 10 2010
Entrant Company: MINDSHARE SPAIN, Madrid, SPAIN
Entry URL: http://www.clubligeresa.es/
Client Leadership Manager: Virginia González (MINDSHARE)
Invention Director: David Forcadell (MINDSHARE)
Media placement: TV - Main National TV Stations - 10 May 2010
Media placement: Internet - MSN, Yahoo... - 10 May 2010
Media placement: Magazines And Suplements - Cosmopolitan, Vogue, Woman, Cuore - 17 May 2010

Insights, Strategy & the Idea
LIGERESA BETS AND WINS
LIGERESA presented us with the challenge of reinforcing its users’ perception of a light brand that cares about consumers and helps them enjoy life. We were to ensure that self-conscious people would see LIGERESA as the main brand in the low-calories field, focusing on their emotional aspect.
The campaign insight was “every woman wants to be beautiful and that makes them feel good, confident and positive”.
Obtaining high coverage and notoriety with the same creativity used during the past three years seemed quite difficult. What’s more, there was no considerable news to communicate and the budget so limited in an environment constantly increasing media prices.

Creative Execution
We thought the best idea to achieve our goals was to choose an emerging media; online video.
We suggested a more diversified media mix minimizing the impact of TV inflation without losing any communication strength.
Using online video media allowed us to increase the campaign’s Gross Ratings Points through innovative new formats.
Initially, we had a TV campaign consisting of 20” and 15” spots for a period of 6 weeks. Using the same creativity used for the last three years. We were also present in our target’s main magazines by using conventional pages with the LIGERESA Club.
For internet we decided to use display, content and search.
Finally, we complemented the campaign with online video formats through Adconion. We combined MPU and an expandable leader board. Thanks to very aggressive negotiation we maximized the profitability of the format. We had presence in the main websites, segmented by target.

Results and Effectiveness
LIGERESA’s campaign is considered best practice by Unilever and other accounts, due to the effectiveness of the online video formats it employed.
The campaign was cost-efficient, neutralizing the effect of inflation.
We achieved a multimedia reach of 92%. Online video provided a 13% reach, out of which 2% was exclusive.
We complemented TV’s exposure by reaching those individuals that consume less TV.
It improved all brand KPIs without affecting advertising ones: Top of mind improved 18% by using online video, spontaneous brand acknowledgement increased by 6%, favourite brand increased by 25%, advertising awareness increased by 9% +3% suggested.