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CEDEVITA: WIN FIAT 500 (Osvoji Fiću u Kafiću)

TASK & CHALLENGE

To defend current strong position from challengers and generate sales growth.

Animate at least 50.000 players to participate in competition and activate at least 500.000 codes.

Strengthen Cedevita brand in HoReCa channel in Croatia and BiH.

Increase brand associations to Cedevita in HoReCa for attributes: positive energy, the brand is gaining, available in coffee houses, best taste, refreshing.

STRATEGY

Our main insight was to base competition on one great prize, our star of the communication.

We decided on Fiat 500, popular ‘Fićo’ for the main prize, because the characteristics of Fićo brand coincide with Cedevita attributes. It is legendary product, it is forever young, re-designed, positive, dynamic and flexible. Also, it is an urban vehicle, which comes in variety of colors, ideal for urban lifestyle of our target audience.

Slogan of the campaign was: Come on foot, leave with Fićo

Media strategy: integrated media mix (TV, WEB, OOH, RADIO)

  • Webpage http://osvojificu.cedevita.com was a center of all campaign activities.
  • TV campaign was planned one week on – one week off, in order to lengthen the campaign and support Competition period.
  • OOH – CL near coffee shops and in pedestrian zones for added awareness.
  • Radio – generating additional reach in summer months and continuity of the campaign

Low intensity of online campaign, because of long period. Attractive formats on top portals (wallpaper and billboard on 24sata.hr, Jutarnji.hr, Tportal.hr) and sticker on mobile sites.

RESULTS

Total participants: 75.485 players (51% above plan)

Total codes: 1.070.755 – most successful competition for a prize in Cedevita history.

Sales increase: Croatia +10%, BiH +22%

Cedevita continues to grow as a brand, and is getting rid of perception of only houshold drink!

In Croatia, Cedevita increased BSI +4 p.p. (BSI 2015=55 ; BSI 2016=60).  Since Jamnica kept its BSI in 2016 on BSI=59, Cedevita not only equalized its position, but placed second, right after Coca Cola.

In Bih, Cedevita increased its BSI +7 p.p. (BSI 2015=48 ; BSI 2016=55). With this, it surpassed Sarajevski Kiseljak, Fantu Orange and Kiseljak Sensation, and jumped from 5th to 2nd position in category.

Compared to last year, perception of brand attributes in HoReCa also increased:

Croatia:

  • Positive energy +8 p.p.
  • The brand is gaining +6 p.p.
  • Available in coffee houses +5 p.p.
  • Best taste +5 p.p.
  • Refreshing +3 p.p.

Bosna and Hercegovina:

  • Positive energy +6 p.p.
  • The brand is gaining +7 p.p.
  • Available in coffee houses +10 p.p.
  • Best taste +9 p.p.
  • Refreshing +9 p.p.

AWARD – EFFIE 2017

Campaign won the bronze Effie in Beverages category.