Kirjeldus
Yoghurt calf Description: Since there was no common denominator for Valio’s different yoghurts, we had to come up with one to create a campaign for making Valio’s yoghurts more known. The goal of the campaign was to create a controlled scandal involving our Yoghurt calf. The calf herself was the prize of the campaign, the winner could have her as a pet. The goal: To make Valio more known in the yoghurt category Execution: Already in the beginning we counted on the fact that we will be attacked by animal rights activists. These attacks helped us to get additional media attention, to explain more widely about how our campaign works and emphasize the fact that the calf will not be harmed in any way. The result: As a result of this campaign, Valio had remarkably better results in yoghurt category than its main competition Tere in terms of recognition and also top of mind. Why it is presented: Everyone had an opinion about this campaign. We had bitter enemies and ardent supporters. The goals were achieved but the road to them was lot more difficult than in other campaigns.
Kuna jogurtitel puudus ühisnimetaja, millele rajada tuntuse tõstmisele suunatud kampaania, siis tuli see välja mõelda. Kampaania eesmärk oli luua kontrollitud skandaal, mis keerleks ümber Valio Jogurtivasika. Jogurtivasikas ise oli müügiedenduskampaania auhinnaks. Võitja sai Jogurtivasika omale lemmikloomaks.
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