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案例简介：SUMMARYArgeta 是亚得里亚海地区的一个强势品牌。过去十年取得了显著的增长，一个现代、充满活力的品牌形象使 Argeta 受益。有三个核心业务目标:。增加销售量 (例如在活动期间增加 35%)。增加市场份额 (例如从 FM09 到 AS09 的销量增加 5pp)。到 2009 年底，儿童馅饼市场的销量增长了 20%。传播目标是建立 Argeta 初级馅饼的品牌认知度，特别是通过使用 Argeta 初级鸭子角色。儿童是主要的目标群体，因为他们影响了大量家庭的食品购买决策。此外，沟通需要解决孩子和他们的母亲，因为他们在选择食物时有非常相似的标准。虽然大多数儿童食品广告都是针对母亲的，而且是陈规定型的，但这场运动侧重于儿童 -- 促进激发母亲和儿童的乐趣和味道,同时在后台提供合理的健康证明。该信息被定位在媒体上，以提高对鸭子角色/子品牌 (TV，OOH) 的认识并与孩子们直接接触 (他们可以在网上与 Argeta Junior Duck 一起玩; 互动印刷; 赞助)。因此,销售目标被超越，因为在广告播出期间，销量达到了惊人的增长: 在斯洛文尼亚 + 65% 、波黑 + 64% 、塞尔维亚 + 37% 和克罗地亚 + 192%。此外，从活动开始到 2009年底，Argeta Junior 的销量增长了 30%。此外，在所有目标市场中，儿童佩特的整体增长相当大, 虽然阿格塔鸭成为了一个记忆和可适应的角色，因为超过 50% 的阿格塔目标群体已经记住了这只鸭子。
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案例简介：SUMMARYArgeta is a strong brand of pâté in the Adriatic region. Significant growth has been achieved over the past decade and the image of a modern, dynamic brand has benefited Argeta.There were three core business objectives:. Increase sales volume (e.g. by 35% during the campaign). Increase market share (e.g. by 5pp volume from FM09 to AS09). Grow the market for children's pâté in volume by 20% by the end of 2009The communication objective was to build Argeta Junior pâté brand recognition, particularly by using the Argeta Junior Duck character. Children were the primary target group as they influence a high number of households food purchasing decisions. In addition, communication needed to address kids and their mothers since they both have very similar criteria when choosing food.While the majority of children's food advertising is directed towards mothers and is rather stereotypical, this campaign put focus on the children - promoting fun and flavour that motivated both mothers and children, while providing rational health proofs in the background.The message was positioned in the media to create awareness of the Duck's character/sub-brand (TV, OOH) and to enable direct engagement with the children (they could play with the Argeta Junior Duck online; interactive print; sponsorships).As a result, the sales objectives were surpassed as volume sales reached exceptional growth during the time campaign was on air : in Slovenia +65 %, in BiH + 64 %, in Serbia + 37 % and in Croatia + 192 %. In addition, the volume sales of Argeta Junior increased by 30% from the beginning of the campaign until the end of 2009. Also, there was a considerable overall growth in the segment of kids' pate in all the markets targeted, while the Argeta Duck became a memorbale and reconizable character as more than 50% of the Argeta target group have memorised the duck.
Cut-out
案例简介：SUMMARYArgeta 是亚得里亚海地区的一个强势品牌。过去十年取得了显著的增长，一个现代、充满活力的品牌形象使 Argeta 受益。有三个核心业务目标:。增加销售量 (例如在活动期间增加 35%)。增加市场份额 (例如从 FM09 到 AS09 的销量增加 5pp)。到 2009 年底，儿童馅饼市场的销量增长了 20%。传播目标是建立 Argeta 初级馅饼的品牌认知度，特别是通过使用 Argeta 初级鸭子角色。儿童是主要的目标群体，因为他们影响了大量家庭的食品购买决策。此外，沟通需要解决孩子和他们的母亲，因为他们在选择食物时有非常相似的标准。虽然大多数儿童食品广告都是针对母亲的，而且是陈规定型的，但这场运动侧重于儿童 -- 促进激发母亲和儿童的乐趣和味道,同时在后台提供合理的健康证明。该信息被定位在媒体上，以提高对鸭子角色/子品牌 (TV，OOH) 的认识并与孩子们直接接触 (他们可以在网上与 Argeta Junior Duck 一起玩; 互动印刷; 赞助)。因此,销售目标被超越，因为在广告播出期间，销量达到了惊人的增长: 在斯洛文尼亚 + 65% 、波黑 + 64% 、塞尔维亚 + 37% 和克罗地亚 + 192%。此外，从活动开始到 2009年底，Argeta Junior 的销量增长了 30%。此外，在所有目标市场中，儿童佩特的整体增长相当大, 虽然阿格塔鸭成为了一个记忆和可适应的角色，因为超过 50% 的阿格塔目标群体已经记住了这只鸭子。
Cut-out
案例简介：SUMMARYArgeta is a strong brand of pâté in the Adriatic region. Significant growth has been achieved over the past decade and the image of a modern, dynamic brand has benefited Argeta.There were three core business objectives:. Increase sales volume (e.g. by 35% during the campaign). Increase market share (e.g. by 5pp volume from FM09 to AS09). Grow the market for children's pâté in volume by 20% by the end of 2009The communication objective was to build Argeta Junior pâté brand recognition, particularly by using the Argeta Junior Duck character. Children were the primary target group as they influence a high number of households food purchasing decisions. In addition, communication needed to address kids and their mothers since they both have very similar criteria when choosing food.While the majority of children's food advertising is directed towards mothers and is rather stereotypical, this campaign put focus on the children - promoting fun and flavour that motivated both mothers and children, while providing rational health proofs in the background.The message was positioned in the media to create awareness of the Duck's character/sub-brand (TV, OOH) and to enable direct engagement with the children (they could play with the Argeta Junior Duck online; interactive print; sponsorships).As a result, the sales objectives were surpassed as volume sales reached exceptional growth during the time campaign was on air : in Slovenia +65 %, in BiH + 64 %, in Serbia + 37 % and in Croatia + 192 %. In addition, the volume sales of Argeta Junior increased by 30% from the beginning of the campaign until the end of 2009. Also, there was a considerable overall growth in the segment of kids' pate in all the markets targeted, while the Argeta Duck became a memorbale and reconizable character as more than 50% of the Argeta target group have memorised the duck.
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基本信息
- 广告战役： #Argeta Junior#
- 广告品牌： Argeta Junior
- 发布日期： 2010-07-01
- 行业领域： 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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