Медиа-проект "The World`s Deepest Website", бренд: Borjomi, агентство: Ogilvy & Mather Ukraine
Название: The World`s Deepest Website
Агентство: Ogilvy & Mather Ukraine
Бренд: Borjomi
Страна: Украина
Сектор бизнеса: Безалкогольные напитки
Год выхода: 2012
Вид рекламы: Медиа-проекты
Strategy
Borjomi is a unique Georgian mineral water which is trying to gain recognition on the global market. Because its media spend cannot compete with large global competitors, we were asked to come up with a simple and low-budget solution - an idea which communicates the product benefit in a ingaging way.
Borjomi water is sold in 14 countries so the communication had to be multilingual and relevant to lots of cultural contexts. According to our waters functional benefit Borjomi has no competitors, but as long as it is a mineral water it has to share the stomach with other waters.
After three years of image communication, Borjomi had to put some rational things on the table. Brand decided to tell more about its unique product attribute - its origin and functional benefit. Being drawn from the depth of 8km this Georgian water gets enriched with minerals and trace elements on its way up.
Due to our audience`s financial abilities they`ve been constantly hunted by plethora of brands. We made ourselves a task to get through the clutter by creating something distinctive and entertaining at the same time.
Target audience
The campaign market objectives were to increase awareness indicators of product rational attribute. Increase in consumption by involving younger target audience. Increase consumption frequency by building an emotional bond.
Target markets are 14 countries: Latvia, Lithuania, Estonia, Ukraine, Kazakhstan, Georgia, Azerbaidjan, Arminia, Belorus, Kirgizstan, Moldova, Tadjikistan, Uzbekistan, Turkmenistan.
Media instruments
We created a website which demonstrated the extraordinary depth from which Borjomi is drawn, specifically a single web page which could be scrolled straight down through 8km of rock to the volcanic source of the water. This was designed to engage the most socially active of all internet users - the geeks - and use them as our tool to spread the word about our brand through social media and blogs.
All elementss of the media-bundle were lauched simultaniously and represented an intergrated platform which one could reach from any channel. Campaign started in April, 2012 and is now bursting all over the internet.
Campaign results
Despite in its infancy (the site was launched in April 2012) it boomed even without seeding, with over 5000 unique users present on the first day. At the time of writing 20,000 people have taken the plunge with over 100 making the ultimate scroll to the bottom. The average time is 8h 18m. With zero media investment the story of the formation of this previously unknown mineral water is spreading like wildfire over social networks (thousands of facebook likes and tweets), blogs and forums with no less than 500 people scrolling at any given time.
Награды:
- 22 Московский международный фестиваль рекламы RedApple, 2012 (1 место) RedApple Awards (интернет): Интерактивные инструменты (Лучший сайт о бренде)
- 22 Московский международный фестиваль рекламы RedApple, 2012 (1 место) RedApple Awards (интернет): Международные номинации (Имиджевые кампании по повышению узнаваемости бренда/марки)
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