PROMOTION BRIKS MAGIKOS by BITTIA MEDIA for CAPSA

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PROMOTION BRIKS MAGIKOS

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Industry Milk
Media Promo & PR
Market Spain
Agency BITTIA MEDIA
Executive Creative Director Javier Sáez De Adana Tarifa
Creative Director Angel Heredia Carballo
Illustrator Javier Fernandez
Released January 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: CAPSA
Product/Service: MILK
Agency: BITTIA MEDIA
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: BITTIA MEDIA, Gijon, SPAIN
Entry URL: http://www.briksmagikos.es/cannesfestivalawards/
Strategic General Manager: Jorge Cubain Arenas (Bittia Media)
Executive Creative Director: Javier Sáez de Adana Tarifa (Bittia Media)
Creative Director: Angel Heredia Carballo (Bittia Media)
Marketing Manager: Sara Diez (CAPSA)
Customer Services Director: José Luis Pérez-Espinosa (Bittia Media)
Account Executive: Edgar Carrasco (Bittia Media)
Account Manager: Menka Harjani (Bittia Media)
Online Account Manager: Javier Vázquez (Bittia Media)
3D: Rafael García (Bittia Media)
Programmer: Manuel Peliz (Bittia Media)
Online Creative: Avelino Valle (Bittia Media)
Community Manager: Ana Crespo (Bittia Media)
Community Manager: Isabel Sánchez (Bittia Media)
Online Creative: Elia Gregorio (Bittia Media)
Illustrator: Javier Fernández (Ilustraciones Javier Fernández)
Productor Manager: Ruben Frade (CAPSA)
Innovation Director: Javier Prieto Martínez (Bittia Media)
Media placement: MICROSITE - INTERNET (Briksmagikos.es) - 20 JAN 2010
Media placement: BANNER - WEB PAGES: CARTOON NETWORK, DISNEY, NICKEL ODEON - 1 FEB 2010
Media placement: YOUTUBE CHANNEL - YOUTUBE.COM - 1 FEB 2010
Media placement: NEWSLETTER - EMAILING - 15/FEB-15/MAR-15/ABR
Media placement: FACEBOOK - FACEBOOK.COM - 1 FEB 2010
Media placement: TWITTER - TWITTER.COM - 1 FEB 2010
Media placement: APPS And WIDGETS - BRIKSMAGIKOS.ES - 1 FEB 2010
Media placement: PRINT - ALCAMPO MAGAZINE - 12 FEB 2010
Media placement: PACK FOR BLOGGERS - DIRECT MARKETING - 22 JAN 2010

Describe the objective of the promotion.
Within a battle field of brands and products where the private labels were winning straight ahead, the challenge we had to face was how to standout and become relevant to our new Who: children as the new strategic target to archive our goals, counting with the backfiring points of, low budget, saturated offers for this target, low sensibility to promos and the fact that we not only had to persuade children but indirectly their parents, as the final shoppers.

Describe how the promotion developed from concept to implementation
Analysing the market, we observed that the category was boring and no brand spoke directly to younger consumers (the heavy users). So we decided to make milk more fun. As to achieve this we had to appeal to their imagination through the newest technologies: Augmented reality interactive games, creating this way our Magical Briks. Through a personalised QR code printed on the bricks that in contact with the website and the use of a webcam created different scenarios, where our consumers could play, creating a personal brand experience with our consumer in a relevant & distinctive way.

Describe the success of the promotion with both client and consumer including some quantifiable results
In less than two months we achieved more than 300.000 visits, 18.000 subscriptions on-line up to date and growing; more than 20,000 downloads of the application & and approximately 5,30 minutes of navigation on the web per visit. An average of +9,30 minutes per game. The average points per subscriber is 10, meaning that each subscriber acquired 10 milk boxes in this period of time linking the promotion directly to sales. +3000 friends on Facebook. All this counting with a minimum budget and no conventional media support obtaining 1,000,000 hits on social media.

Explain why the method of promotion was most relevant to the product or service
We created the 'milk 2,0 experience': We added value to the brand, making the product 'digitally magic', adding a lot of expectation from the consumer gaining WOM. We also created a new and relevant brand character: LaVaka (daKow). The initiative did not only generate high impact at a very low investment but it differentiated the brand from the rest of the category adding value to it, positioning it as an innovative brand & overcome the price barrier, being one of the most sensible categories at this point.