OLIALIA GLOBAL LAUNCH by Ad Hunters Latvia, Olialia for OLIALIA

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OLIALIA GLOBAL LAUNCH

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Industry Publishing, streaming & media, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Latvia
Agency Ad Hunters Latvia
Agency Olialia
Released August 2012

Credits & Description

Category: Best International PR Campaign
Advertiser: OLIALIA
Product/Service: OLIALIA BLONDE ISLAND
Brand Manager: Giedre Pukiene (Olialia)
Chairman of the Board: Kestutis Isakas (AD HUNTERS LATVIA)
Project Manager: Vilte Zukauskaite (Olialia)
Project Manager: Lauryna Anuseviciute (Olialia)
Architect: Valerij Starkovskij (Performa, UAB)
Project Manager: Vaida Kisieliute (Olialia)
Project Manager: Indre Burlinskaite (Olialia)
Project Manager: Nida Binkauske (Olialia)
Olialia.lt Redactor: Genute Zaliene (Olialia)
Video Producer: Mantas Rutkauskas (Visuals.lt)
Media placement: Press Releases - METRO; TurObzor; Turist.Ru; TVGid; - 30 August 2010
Media placement: Interview - BBC Radio (Russia) - 02 Sepember 2010
Media placement: Intervier - BBC News - 08 September 2010
Media placement: Video, Interview - France 24 - 01 October 2010
Media placement: From BBC News - The Sun; E24; Daily News; Lenta Ru; International Indonesia; Metro Croatia; NBC - 02 October 2010
Media placement: From BBC News - BBC Brasil; CNN; Herald Sun; Aol Travel; Maldives Traveller; Metro France; Metro - 05 October 2010
Media placement: Interview - BBC News Radio - 06 October 2010
Media placement: Interview - TalkRadioEurope (Spain) - 18 October 2010
Media placement: Video, Interview - Dziendobry TVN (Poland) - 22 October 2010

Summary of the Campaign
OLIALIA GLOBAL LAUNCH

THE PROBLEM
Conceived in the small Baltic country Lithuania, where population is only 3 million people, aspiring domestic brand OLIALIA (Ooh-La-La) run by blonde women only and promoting blonde ideals eventually outgrew its market and geography. OLIALIA needed to enter a global scene and attract international investments to fuel its growth plans and ambitions.

THE CHALLENGE
Launch OLIALIA brand globally with zero marketing and no media budget.

THE SOLUTION
Challenge and try to break down society‘s and media‘s perception of stubborn stereotypes about "dumb" blonde women.

OLIALIA team created a fantasy of Blonde Island. A custom built high heel shaped island resort staffed only with blondes and representing blonde lifestyle.

RESULTS:
After the press release, the response from media around the world was overwhelming. Blonde Island idea had gone viral. We‘ve reached our goal beyond teams expectations. This campaign truly elevated our brand to a brand new level and opened a door to the world. We felt like we walked in space!
Now, the biggest challenge for our girl team is to take advantage of all the exciting development opportunities.

The Situation
OLIALIA is an aspiring consumer brand developed by blondes with an ambition to unite blondes around the world and to create social movement of blondes - therefore a marketplace for its products and services.
- Created 6 years ago the OLIALIA brand operates in 75 different business sectors.
- Today, the brand is recognized by 81.8 percent of Lithuanians. As many as 90.3 percent of 20-29 year old people are familiar with the brand.
- Eventually, the OLIALIA brand outgrew its market and geography. OLIALIA needed to enter a global scene and attract international investments to fuel its worldwide growth, plans and ambitions.

The Goal
The ultimate goal was to Launch OLIALIA brand globally, to take a first step outside our small country and introduce to the world OLIALIA's ideas, products, philosophy oriented to blonde women and their fans.
Also we wanted to help blonde women to get rid of the stigma being blonde. Give them a sense of belonging to the global community of inspiring creative successful women.

The Strategy
Everyone has split personalities: the person you are and the person you want to be. Everyone has a desire to reach out and touch the world outside our daily existence.
OLIALIA is an aspirational brand. It creates products and services that make consumers feel special. It is a dream business, it exists to create and fulfil fantasies that cannot rely on traditional marketing tricks. The experience is a reward. We have a vision of the future, the customers would never have imagined themselves.

The idea of this island is far broader than it appears at first glance. Presenting this controversial 'off the wall' fantasy we made the public aware of our ambitions and intrigued the business world. With 'Blonde Island' we became more interesting than the usual business partner for a wide range of investors.

Less is never more in OLIALIA

Execution
The ultimate fantasy – intrigue about the soon to be open "Olialia Blonde Island" was created. Bearing in mind our business concept, "the island" could not be dissociated from the blonde hair, so ultimately it was decided to create a unique high heel shaped island with only blondes working there.
Timeline:
- 2010 08/30 First press release was targeted to Russian mainstream media channels.
- 2010 09/02 First press release "Island of blondes to appear in Maldives" was targeted to English mainstream media
- 2010 09/02 First interview with Russian BBC network
- 2010 09/08 First interview in English with Damien McGuinness from British BBC
- 2010 10/01 France24 arrived in Lithuania to make a report.
- 2010 10/02 Damien McGuinness writes article on bbc.co.uk called "Lituanian blonde island plan raises eyebrows"

Next day, world media exploded.

Documented Results
- Over 2,000 e-mails from around the world inquiring about partnership and business opportunities with OLIALIA.
- Over 160 business inquiries via Facebook and LinkedIn.
- 19 companies in the Maldives offered their own real estate for OLIALIA resort development.
- Hundreds of phone calls.
- OLIALIA received proposals from the Caribbean, Greece, the Emirates and India to form the island of blondes in these regions.
- OLIALIA Blonde ISLAND Reality TV show projects are now being negotiated with 2 major TV networks.
- Over 20 investment offers worth more than 1 million dollars each.
- Adaptation of certain OLIALIA products is being negotiated with representatives from the German, Italian and Indian markets.

We‘ve reached our goal beyond the teams' expectations. This campaign truly elevated our brand to a brand new leve,l opening up a door to the world. We felt like we walked in space!

Now, the biggest challenge for our girl team is to take advantage of all the exciting development opportunities.