our Credentials - NE-ST Marketing Solutions Agency
Transcription
our Credentials - NE-ST Marketing Solutions Agency
MARKETING SOLUTIONS AGENCY CREDENTIALS STRATEGY SURVEYS RESEARCH FESTIVALS CONCERTS PARTIES EVENTS NON BUZZ STANDARD AMBIENT GUERILLA CONFERENCES MARKETING SOLUTIONS AGENCY PRESS OUTDOOR ATL TV COMMERCIALS RADIO INTERNET SOCIALMEDIA NEW MEDIA MOBILE POS BTL BTL MATERIALS CONSUMER PROMOTIONS W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA 2 o nas WE CREATE, ADVISE, WE ANSWER THE BRANDS’ NEEDS MAREK PIOTROWSKI JAREK KUBICKI Graduate Warsaw School of Economics and Handelshøjskolen i Århus in Danmark. In Advertising since 1999. Co created on polish market such brands as Play, Heyah, Maxer or Hi’Shine. He attended the High School of Art and the Academy of Fine Arts in Gdansk. For 17 years he worked as a creative director in agencies such as Insania Evidens, Firefly Creation, Red8, VML He worked successfully for Nestle, Burn, Real, Nike, Sony, Amrest, Bank BPH, Hyundai, Orange, Rayban, Diageo and many others. He introduced a new strategy for Burn (Coca-Cola) in 2010 in Poland that occurred to be most successful and agency was awarded with a contract for 26 countries. In 2012 he made a revolution in Da Grasso, polish largest Pizzeria chain - creating a long-term strategy, marketing program, new positioning and rebranding of the entire brand. He participated as a juror in competitions such as: KTR, Golden Eagles, MIXX and ADC*E in Barcelona. Winner of prestigious awards in the field of web design, the author of many exhibitions, valued by connoisseurs of contemporary art. He worked for brands such as Maxer, BMW, Winiary, KFC, Burger King, Audi, Burn, Samsung, ING Bank Śląski, InPost, Hi’Shine. WE HAD THE PLEASURE TO WORK FOR: Orange, KFC, Pizza Hut, Audi, Coca Cola, Nestle, Volkswagen Bank, InPost, Da Grasso, Bank BPH, Play, Nike, Samsung, Winiary, BNP Paribas, GE Money, LOT, Sony, Heyah, Moet Hennessy, Burger King, Axe, Hyundai, Gerber, Dog Chow, Kit Kat, DANONE, Bombay, Big Star, Hi’Shine, AXA Ubezpieczenia, Johnson & Johnson, Rayban, Luxottica, Ciroc, Diageo, Focus Mall. For over 15 years we’ve been creating solutions and ideas, through which we offer comprehensive marketing concepts. We are distinguished by way we work – we’re very eager to integrate with our clients. We act as permanent advisors, creative consultants - not just as an executive agency. The effects and results - best represent our work. »» Creating and running the club ‚de lite’, which became a ‚love brand’ attracting a wide circle of admirers. Evidence of creating such a strong brand were the people that wanted to identify with it - including well known people the world of music, which very often spontaneously grabbed the mic and started singing for the rest of de lite family; or thousands of profile pictures on facebook from parties in de lite. Comprehensive brand management of the chain of polish pizzerias “Da Grasso” - including research and surveys, or strategy of full internal and external communication. Within a year from rebranding - Da Grasso encountered a 2digit increase in sales (even before the start of mass communication). In addition, Da Grasso has also become a very desirable partner for cooperation to the biggest brands on the food market such as Coca-Cola or Wrigley. www.dagrasso.pl »» The implementation of the new communication policy for Burn (Coca-Cola brand), which resulted in increases in sales of 21% over the year. »» Creation and launch of a new brand of wafers for Nestle – Maxer. The annual plan has been completed within 3 months. »» »» Creation and implementation of several campaigns for Winiary (a culinary brand of Nestle in Poland) under the slogan „Loving by cooking”. In the first edition we received more than 250 000 applications. A number of projects carried out for brands such as Gerber, Princessa, Jacobs, Burger King and KFC. »» The project “Nadchodzi4” prelaunching a telecommunication brand “PLAY”. It resulted in recognition reaching 30% of the fourth mobile operator on the hard launch day. More than half of 15,000 people invited to the project signed contracts with the new operator, as well as a significant part of the 250,000 people who tried to enroll to the program. »» Our crowd sourcing campaign for BPH Bank (GE Capital) - „Ordinary Hero” resulted in huge increase of top of mind awareness - by 75% and sales: sale of loans - 116% new current accounts - 120%. »» Campaign and launch of another polish telecommunication brand - has become an icon of modern and customized marketing in Poland. We’ve created Heyah in the new media (consumer portal, online store, dozens of campaigns, games and interactions). These projects have been awarded for their uniqueness and effectiveness. We’ve received such awards as: EFFIE, Diamond Awards in New York, KTR for “Nadchodzi4”; Media Trends for Ordinary Hero or Boomerang and the Golden Arrow for Heyah, and many other. We also like the challenge of running brands in foreign markets. And we have successful experience in that, i.e.: »» KFC and Burger King – we’ve been working and creating for these brands in Central European markets for almost 4 years. »» Burn - we created an umbrella campaign for the whole of Europe. v e r . 0 7. 2 0 1 6 o nas »» We love creating custom projects with a totally new approach to communication, i.e.. 3 We have particularly extensive experience in developing and running entertainment brands, and food brands, including such ventures as: W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA During 17 years of existence, Da Grasso has grown tremendously – reaching almost 200 pizzerias. Reigning in medium and small cities – it became a recognized and appreciated brand. da grasso 2013 CHALLENGE 4 da grasso strategy, rebranding, surveys & research, communication However, the biggest franchise in Poland was a brand incomprehensible without emotion and uniform characteristic image. When we’ve asked our consumer: what is the brand Da Grasso, what does it stand for? - he could not answer. He associated it with food close to home, without emotions or awareness about its pros against competition pizzerias. Suddenly it occurred, that the largest franchise network in Poland doesn’t have its own character, a distinctive face. Each pizzeria was governed by its own rules. Moreover, there was no consistency in the quality of service and the dishes in individual premises. Over the years it focused on the expansion of the network, forgetting about the brand and the consumer. It was a time for a shift of focus and development of a strong brand image of Da Grasso, in order to ultimately lead to increase sales. Your Pizza Friends SOLUTIONS 5 da grasso Da Grasso is a group of friends who always and everywhere provides your delicious pizza. It treats customers as friends - not as supplicants. Da Grasso is a brand that is right for you, that is always next to delicious food and will give you great fun. Therefore Da Grasso becomes your Pizza Friends! Therefore we’ve conducted consumer research, we set business goals for the brand, and set its place in the market. As a result of our activities in 2013, a network of Da Grasso has undergone a revolutionary change in its image. Rebranding went hand in hand with a change of communication. A new claim was set „Da Grasso, your pizza friends” (in polish: “Da Grasso, przyjaciele od Pizzy”). The claim was not a revolution. It got us back to the roots of Da Grasso several years before, when the brand was created just “by Friends for their Friends”. Rebranding on one hand, was about telling the consumer, how important he is, what is the brand Da Grasso about, and what he should trust it, reach for it and make friends with it. On the other hand, it was a tool to unify and systematically improve quality of services in all premises of Da Grasso. It allowed us to re-train franchisees, show them how to co-create desired brand and a profitable business. Rebranding was holistic – it has changed all the branding elements of the network - from the logo, through the design, and all the advertising materials. v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 6 RESULTS da grasso WA R S Z AWA We’ve started marketing activities including both communication with the consumer/friend and communication within the franchise network. We set a marketing calendar based on the promotional windows lasting 3 and 6 moths – with nationwide activities and tactical promotions (optional) utilizing tools such as: »» »» »» »» materials inside the pizzeria – POS leaflets, packaging, coupons www, facebook events In cooperation with franchisees – we’ve created educational videos for restaurant staff, service standards and the appearance of the premises. Moreover: »» materials for internal communication, i.e.: instructional videos, calendars, activities, mailings and more »» regular meetings with national and regional franchisees, partners and employees of the network. A year after the conducted change network recorded sales growth reaching 21% compared with the previous year (without active mass communication). And interviews among franchisees and their employees showed a very positive reception of communication and rebranding changes by the consumer. Equally important, Da Grasso, thanks the professional rebranding very quickly gained a status of an ideal partner for cross marketing (campaign Wrigley and Da Grasso in 2014 and 2016 is the best example of this), and recorded an increased satisfaction of its partners and franchisees satisfaction. da grasso 7 v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA hi'shine 8 hi'shine 2013 CHALLENGE strategy, branding, research and surveys, communication Laundrybox (polish name of the machine – “pralniomat”) is a modern alternative to washing machines and laundry. You use them to give dirty and receive fresh and clean clothes. What is important – it’s the first such service in the world. Laundryboxes Hi’Shine is another after “Paczkomaty” – parcel lockers - venture of Integer company. They make life easier and go inline with the philosophy of smart living. We faced the challenge of creating the brand from scratch. The name, logo, communication strategy and brand book were the first steps that we had to do. Then, our task was to launch the brand. Throughout the process we additionally provided consulting and strategy services. hi'shine the range of services offered by our Laundryboxes. 9 SOLUTIONS We’ve named the brand - Hi’Shine, which perfectly describes Brand Essence: „Smart Laundry. The service for those who value convenient, smart and modern solutions that make everyday life easier.” Mission: „Our mission is to remove the inconvenience of everyday life - like walking to the laundry. Make the world less busy and more colorful.” Vision: „Hi’Shine changes the approach to taking care about your appearance and how you treat your laundry. We help to save time, resources, clothes and natural resources.” These assumptions paved the way for the creation of a full brand identity and the brandbook, as well as the appearance of the machine and communication on them. This innovative service on one hand required to fulfill the image goals, on the other - a strong educational support. We’ve created instructional videos that within 30 seconds showed how to send and pick up your laundry. In addition, we recorded an image and educational movie, in which we’ve presented the brand’s RTB’s and a short guide to its innovation. v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 SOLUTIONS 10 hi'shine WA R S Z AWA First activities and materials for the brand were focused on functional benefits. Long-term actions involve the transition to communication of more emotional benefits – “Feel attractively in your clothes because they look so perfect thanks to Hi’Shine”. Due to the nature of service, we chose these communication tools: »» »» »» »» »» »» »» »» »» educational and image movies video tutorials online campaign and website POS events POS materials press social media ambient branding of our machines hi'shine 11 v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA Inpost 12 Inpost 2010 CHALLENGE strategy, rebranding, launch of a new service The future of Inpost are solutions inspired by life. This brand listens to its customers. It enables Inpost to offer services that make your life simpler, easier, and more modern. The first private postal operator in Poland - InPost operates on a nationwide scale since 2006. When in 2009 the brand came to us - it turned out that it did not have a clear positioning in individual customers minds. Consumer asked about InPost stated that it is just a competition of the Polish Post. But he could give neither advantages nor traits of the brand. Therefore we decided to create its strategy from scratch and perform full rebranding. We have developed InPost strategy - as a modern Post created to serve customers’ needs. InPost’s constant contact with customers and understanding their rhythm of life – allow continuous improvement of services and adaption the customers’ needs. Inpost 13 SOLUTIONS Moreover, InPost shows its customers new solutions; changes their way of thinking about postal services. It makes them aware of the advantages of modern post, with an emphasis on speed, modernity, availability and reliability of services offered. InPost’s most important values are: »» »» »» »» »» »» Simplicity and ease Integrity Accessibility and comfort Speed Competitive price Quality The new branding of InPost has been based on pixel - a symbol of modernity, multimedia and technical innovation in 2009. With pixels we’ve built icons describing various services provided by InPost. The format and nature of icons presented the brand’s philosophy - Modern Post. Along with rebranding – we were asked to indtroduce a brand new service of Inpost - Paczkomaty 24/7 (in english – Parcel Lockers 24/7). The prelaunch of the service was based on a test program - Project 01 – targeted at active Internet users who were buying or selling online . v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 14 RESULTS Inpost WA R S Z AWA Over 600 e-shops and e-wholesalers took part in Project 01. They could offer within this project their product range using the „send by Parcel Locker 24/7”. Sellers, who joined the campaign could: »» »» »» »» give and receive free shipping advertise their shop for free at www.projekt01.pl gain up to 10 000 new customers be the first to benefit from modern parcel lockers As part of activities promoting Project 01 - we: »» organized recruitment and training of the chosen consumer and partners »» »» »» »» »» »» were responsible for activations and competitions created all the BTL materials promoted the project and service with online campaign were inspiring participants to create social content created multimedia presentations were responsible for the creation of tutorial videos put on YouTube. The project enjoyed huge popularity. It was attended by over 10 000 Internet users and during the program more and more e-shops enlisted. Tutorial materials served long-term to present the functionality of the revolutionary service: Paczomaty 24/7. Inpost 15 v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA de lite Creativity and positive energy paved the way to create a unique space in the center of Warsaw - the club “de lite”. A modern, interactive club providing its guests with unique and inspiring experience, and great fun during every visit. 16 de lite 2010 CHALLENGE strategy, branding, communication Club scene in Warsaw is one of the most rapidly changing areas of nightlife. New clubs pop up very often and after a short wave of interest they lose their popularity and quickly disappear. This is due, among other things, cliché from emerging destinations and high expectations of young people, and fun-seekers. Clubbers visit other European capitals, and they know how a great party looks like in the best clubs, and how they get attracted by their unique atmosphere . Our task was to develop a marketing strategy of the club and its full branding - including multimedia (movies and animations at events). In addition, since the beginning of “de lite”were the creative guards of its communication in social media and its image and visual changes. de lite 17 SOLUTIONS Brand Strategy of “de lite” was based on three pillars: »» »» »» show make friends (de lite familia) freedom (craziness, creative fun, unlimited inspiration). De lite was a club that at every step surprised you with its creativity. Continued to inspire according to its claim: „Inspiration UNLTD.” The club was in constant touch with its members in social media. This created a bond, and quickly made clubbers to feel “de lite” as „their place.” The club has created its own unique slang, phrases based on its name – impossible to translate into english: „bawić się na dilajcie”, „dilajtowa odpinka” and many other which set its place in club life. De lite was the only club in Warsaw that gathered a group of very faithflu fans and admirers around it, who defined themselves as „de lite familia”. Three basic features set the nature of de lite: multimedia, design and inspiration. The rank of the site was increased by the proximity of popular theaters, restaurants, hotels, shops, world-famous clothing brands and many meeting-spots of people from media, business and culture. v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 RESULTS 18 de lite WA R S Z AWA ‚De lite’ was creating great themed parties. It did not duplicate patterns. The club evolved, pulsated with life. According to the claim of the club: Inspiration UNLTD. All this thanks to the technology at the highest level and a group of creative people. Each thematic event was accompanied by a number of related, dedicated components i.e.: »» »» »» colors of the club and its walls »» »» »» »» »» »» »» styling of staff live visuals displayed on many screens visualization / video displayed on the external wall of the building special shows / concerts gadgets i.e. t-shirts, leashes, buttons, etc drinks (including molecular cocktails) scenography video and print invitations special shows with partnership brands as their heroes. de lite 19 v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA Plac Barcelona 2014 Due to inspiration and location (Three Crosses Square) the new place received a name “Plac Barcelona” (in eng. Barcelona Square). A great atmosphere of the place got summarized with a claim: „Mi casa es tu casa” – which means „My home is your home.” CHALLENGE 20 Plac Barcelona branding The big challenge for the agency in 2014 was to create an elegant cocktail bar in the center of Warsaw . We were responsible for creating the character of space and creation of its branding. Plac Barcelona and the meals it served was inspired by Spanish tapas bars. Fast and very elegant appetizers served to all kinds of cocktails is the best scenario for delicious fun in the Iberian metropolis. Hot atmosphere, excellent tapas , rich card of cocktails, crazy fun and friendly service created the nature of the newly formed space. Plac Barcelona 21 SOLUTIONS Visual identification was based on a symbol of a cocktail glass, to reflect the specificity and emploi of the cocktail bar. We have created a complete CI for Plac Barcelona - encompassing not just logo, visit cards or menu, but also the concept of interior design. Then we started to communicate with our customers in social media and create events in Plac Barcelona very often thoroughly connected with brands that were partners of the place i.e. Grey Goose, Moet and Hennessy. v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA Maxer 22 Maxer 2010 CHALLENGE strategy, branding, launching campaign Our task was to develop a new brand, its positioning and strategy communication. We were also asked to prepare the logo and product packaging. Nestle has decided to introduce innovative waffle for young men. It was so bold that stood in opposition to the product divisions existing in the minds of consumers, „the wafers are for women, and a man’s hunger can only be satisfied with a baton.” Maxer 23 „zero pitu pitu” (in English “zero bullshit”) – attractive to young men. It was promoting behaviors of doing everything to the max, where there is no place to care for tiny stuff. The product itself has become a part of this philosophy. Claim: „ Maxer XXL. Big piece of a wafer. Zero pitu pitu.” In the campaign we used communication channels tailored to the target group such RESULTS SOLUTIONS We based our communication on a platform Barriers and clichés were quickly broken, and our creation has built a desired image of Maxer. It happened so fast that the sales targets for the year 2010 were carried out already in April same year. Market shares exceeded the established target 13 fold. Our communication and strategy concept is used still today. as: TV spots, online campaign, custom communication in social media, facebook, ambient in online games, consumer contests, POS and outdoor. v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA BURN gravity got fired 2010 The effectiveness of our campaign BURN IN HEADS in Poland (2009/2010), echoed in the corridors of Coca-Cola Company, owner of the brand ‘Burn’. We were therefore asked to create a concept for introducing a new brand positioning - „fearless creativity” - in 30 European markets. CHALLENGE 24 g r av i t y g ot f i r e d umbrella strategy and campaign The task of our agency was to create an umbrella strategy to present a new vision of the brand. Another challenge was to engage the global environment of snowboarders and mass audience at the same time. The campaign started at the beginning of 2011. One of the tools of communication, which we decided to use a number of international snowboarding competitions. We have proposed a series of activations for both snowboarders and ordinary consumers of our Burn energizer, to let them discover and understand the idea of the new brand positioning. g r av i t y g ot f i r e d 25 SOLUTIONS We have created a platform named „Gravity got fired” in which we presented the silhouettes of internationally renowned snowboarders - their dreams and paths to success: Gigi Ruf, Staale Sandbech and Arthur Longo. As part of their passion they took on the fight against gravity. Their stories were exemplifications of the idea of „fearless creativity” and became an easy to read and understand metaphor for the new brand positioning. The leitmotif of the project were cartoon images of our ambassadors. They appeared in the TV and online campaign, on POS, gadgets and social media promoting action. For the consumers of Burn – we’ve created two online competitions: Burn Air&Style and Burn Rail Session, so that consumers could get to know the new brand idea, as well as play for prizes. In both competitions they could get a ticket and flight to international snowboard tournaments. Moreover - in the second online contest they could win a ride on a snowboard in the company of world-class snowboarders – Burn brand ambassadors. v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 RESULTS 26 g r av i t y g ot f i r e d WA R S Z AWA In addition, we have created a unique Burn zone in a series of snowboard competitions on European slopes (i.e.:Air&Style or XGames), where event participants could personally experience our brand. It has become a phenomenon of the competitions and later we traveled with that and used it during other events. ‘Gravity got fired’ was communicated with: »» »» »» »» »» »» »» »» »» TV spots YouTube and FB (contests, movies) Press POS (limited edition cans, stands, price tags, refrigerators, etc.) Gadgets Internet campaigns Dedicated micro site Events Production of the first in Poland container based zone as a place of contact with the brand (the game on iPads integrated with FB, interviews, meetings). Our platform has proven to be an excellent transition to communicate the new positioning and has been implemented in cross-european communication in 2011 winter. v e r . 0 7. 2 0 1 6 27 g r av i t y g ot f i r e d W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA BANK BPH (GE CAPITAL BANK) Ordinary Hero ZWYKŁY BOHATER 2011 CHALLENGE 28 Ordinary Hero crowd sourcing campaign, launch of a new positioning To avoid used by most financial institutions one-way communication bank - client (which is usually based on the prominence of the product), we’ve decided to do something unique. Something no brand in Poland has ever made. In mid 2011 Bank BPH started introducing its „fair play” philosophy , hoping to become the most reliable bank in Poland. Our task was communication of a new, very demanding positioning. We were to do it in a very reliable, efficient, but not obvious and direct way. Moreover, we had to build a new perception of the brand through effective association of BPH with the values of „fair play” and the involvement of consumers. Ordinary Hero 29 SOLUTIONS We organized a nationwide crowdsourcing campaign „Ordinary Hero” (in polish “Zwykły Bohater”). BPH bank played a role of an initiator, co-organizator, and sponsor of the action. It rewarded “fair play” behavior in everyday life. As a partner we chose TVN (polish biggest private TV) and onet.pl (biggest online portal) - the most influential media in the target group of BPH. Szymon Hołownia - known Polish journalist – was chosen as main ambassador of the project. The mechanism was based on disinterested applications of stories of ordinary people who have shown their courage and unintended execution of fair play values. Applicants appointed them as people deserving the title of Ordinary Hero. Stories of Ordinary Heroes could be published on a dedicated website, which has become the heart of the action. Among the thousands of stories our jury selected 9 stories. Then - Internet users have chosen 3 winning Ordinary Heroes! Mechanism of the action was promoted: »» »» »» »» »» in TV spots TVN information spots and teasers online campaign social portals all TVN shows such as “Good Morning TVN, Attention! Etc.) v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA On the basis of the submitted stories - TVN editors prepared materials for TV shows such as 30 Ordinary Hero Good Morning TVN or Attention! In the first phase - on the shows Portal users created unique - viewers were encouraged to content by posting stories of report the history of Ordinary Ordinary Heroes on a dedicated Heroes website zwyklybohater.pl The final gala was broadcasted live from the National Theatre in prime time in TVN. It was watched by more than 6.5 million viewers. Ordinary Hero an co-organizers/partners. Studies have shown that top of mind awareness of the Bank increased by 75%. The action resulted in very positive sales results for the institutions (the sale of loans - 116%, new current accounts - 120%). In 2012 we were awarded in polish Media Trends contest for that. 31 RESULTS 3-month campaign exceeded expectations of Bank BPH Ordinary Hero had its 3 more editions since then. v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA Winiary (Nestle culinary brand in Poland) has in its portfolio a number of different products, for very different occasions of consumption. Typically, they communicate them separately within short single ATL actions. WINIARY (NESTLE CULINARY BRAND) LOVING BY COOKING 2008 - 2009 SOLUTIONS CHALLENGE Consumer promotion 32 kochanie przez gotowanie KOCHANIE PRZEZ GOTOWANIE Winiary want to build an image of a brand that should reign in the kitchen of every Polish family in various forms. It has decided to carry out a campaign uniting all of its products. Our campaign „Loving by cooking” was the answer to this goal. It was a first action like that for Winiary that promoted so many different products from different categories. The idea of the action was based on this thought: „We do not The campaign was widely communicated on TV, POS and by cook for ourselves, but for the family love. For our family, too - customized tools. Campaign used unusual and innovative and not for ourselves – we want to win awards in the lottery.” solutions as for Winiary. Also TV spot firmly stood out against The above statement was neatly put in an easy-to-remember the background of the current brand communication. It used slogan - „Loving by cooking”. communication channels such as: The mechanism of the action was based on a lottery. Purchase of at least 3 products from Winiary portfolio entitled consumers to apply for a reward (by sms or snailmail). The only prerequisite was to keep the sales receipt. The awards in our lottery were tailored to the needs of the target group, suitable for the whole family as well as inspiring the joy of all its members. »» »» »» »» »» »» »» »» TV spot Radio Press Dedicated microsite POS Ambients Gadgets Online campaign kochanie przez gotowanie 33 RESULTS The action was an outstanding success. The lottery received over 250 000 applications and consumer survey carried out after the campaign showed a significant increase in knowledge about the wide Winiary portfolio. Moreover 3 more editions of „Loving by cooking” were carried out in following years. Our idea to present the brand portfolio using lottery campaign was a perfect solution. Nestle (mother brand of Winiary) used it in following years, too. It uses it to show the multitude of its products in the „Eat tasty and healthy” campaign. v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA PLAY HERE COMES THE 4! 2007 CHALLENGE 34 Nadchodzi 4 prelaunch of a new brand Play - fourth operator entering Polish market wanted to differentiate from its competition. It also wanted build the largest possible range even before its official launch! By 2006, the polish mobile market was shared by three players. They offered alike products and functioned according to the standard relationship brand-customer. Our action: Here comes the 4 (in polish – Nadchodzi4) – was a teasing campaign of the introduction of this fourth telecommunications operator (Play). It completely revolutionized the market, overthrew the existing order, and forever changed the way we communicate with customers. Nadchodzi 4 35 SOLUTIONS The teaser action was focused on creating the image of Play »» specifics of communication on YouTube (that was just entering international markets) – we’ve taught them how to do movies and share them in social media »» writing blogs mobile blogs and usage of other social networking tools. as a multimedia operator with the most modern phones and solutions on the market. And most importantly, that the offer of this operator will be prepared according to the actual needs of its customers as they expect it. Our task was to constantly inspire them, encourage and create Therefore we have created a community of beta testers who conditions for the best spread of information about the new tested the products and services of the new operator. Sharing brand and our project. We used: their opinions and feelings about it - they generate buzz (online and offline). We were constantly inspiring gathered community using integrated online and offline communication, creating events and using viral marketing. Thanks to online campaign with dedicated website we gathered over 250 000 people that wanted be a part of the project. We selected selected 15 000 active ambassadors out of these. We handed them 15 000 mobile phones and signed contracts with them on testing services and generating buzz »» »» »» »» »» »» »» Viral movies »» Buzz moderators’ activity not only in internal portal of the action, but also in the whole Polish Internet cloud. Blogs and photo blogs Mobile blogging Contest Applications Sharing their passions Evaluating and commenting Small events organized „ just4you” as awards in contests around the project and the 4th mobile operator. We did it within 2 weeks during a series of events in Warsaw (capital of Poland) and Tri-City (metropolitan area in northern Poland), where we also trained them on: »» »» making buzz new mobile network capabilities and new multimedia phones v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 RESULTS 36 Nadchodzi 4 WA R S Z AWA It was the first such venture on such scale in Poland and probably in the whole world. It shook the market and achieved outstanding results. On commercial day one of the new mobile – the awareness of the existence of a fourth operator was 30%. Moreover the brand received the title of a multimedia operator. Additional effects of this action: »» more than 800 videos posted on the web and tagged with Nadchodzi4 name »» network has been fully tested with no black PR (beta testers felt the co-creators of a new mobile network) »» more than 50% of participants have signed long-term contracts (we were responsible for telemarketing here, too) »» a big chunk of 250 000 people who want to take part in the action also decided to sign a contract with PLAY. The project was repeatedly discussed in the press and on the Internet. It also was awarded with: »» EFFIE 2007: The bronze statuette in the category of telecommunications »» Diamond Awards 2007: Viral marketing project for Nadchodzi4 in the category of viral marketing in the international competition of direct marketing in New York »» KTR, 2007: Brown KTR in Polish Advertisement Competition for the design of viral marketing for Nadchodzi4 »» Golden Arrow, 2007: Award at the Golden Arrow Competition for viral marketing project for Nadchodzi4 Nadchodzi 4 37 v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA AMREST We were working for Amrest for almost 4 years. It holds a portfolio of the largest fast food brands i.e. KFC, Burger King or Pizza Hut. We created for them campaigns not only for Poland but also for Central European and Easter countries, i.e.: Russia, Hungary, Romania and the Czech Republic. As part of our work we created: »» »» »» »» »» »» »» »» »» TV spots POS videos POS materials actions and viral movies ambient custom communication in social media consumer contests and loyalty programs applications and contests on Facebook outdoor 38 Am r e s t Below we present a selection of creations from dozens of campaigns carried out in this period. Am r e s t 39 v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 WA R S Z AWA SAMSUNG In 2010 and 2011 we prepared a series of campaigns for Samsung. Among others we’ve launched TV sets with SMART TV or washing machine ECO BUBBLE. We’ve also did creation, strategy and campaign other product groups. As part of our work we created: »» »» »» »» »» »» »» adaptations of TV spots POS materials ambient online campaigns and dedicated websites consumer contests press ads or outdoor 40 Samsung Below we present a selection of creations of many campaigns carried out in this period. Samsung 41 v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 42 Samsung WA R S Z AWA 43 webdesign We also have an impressive experience in online communication and social media. It would be a pleasure to share that with you during a meeting. v e r . 0 7. 2 0 1 6 W W W . N E - S T. P L NE-ST U L . M . KO N O P N I C K I E J 5 / 1 0 44 webdesign WA R S Z AWA WE SHALL BE MORE THAN HAPPY TO WORK WITH YOUR BRAND MARKETING SOLUTIONS AGENCY NE-ST ul. Marii Konopnickiej 5/10 00-491 Warszawa [email protected] www.ne-st.pl