Salmikool

Description

Last christmas campaing of Maks & Moorits was different from previous. Instead of pushing the product to consumers by all means, we offered some relief for christmas stress. A chance to discover and learn a unique christmas poem with minimal effort. The good deed was rewarded. The campaign website got 10 000 visitors and sales rose 15% compared to same period previous year. And all of this way under 20 000€! GOAL We wanted to remind people in a positive and unobtrusive way that Maks & Moorits products are a dignified choice for festive catering. Concrete input was missing and no strict goals were set by the client. So we set our own – to present the product in an untraditional way. We gave relief to christmas stress and gave the consumer something useful through the ads. EXECUTION Maks & Moorits wished to create a small christmas greeting for their customers. How, when and why was not defined. Knowing the secret wish of every food producer – to increase sales, we came up with an unobtrusive and friendly solution that offered additional value with no strings attached, but still focused on the product. To many, christmas stress is a familiar problem. It’s common misbelief that it is caused by shopping, cooking, cleaning and so on. Actually, real torture for a grown-up in Estonia is facing Santa while browsing a verse book hoping to find some primitive poem. So we decided to create Maks & Moorits School of Verse. The main objective was to direct people to the campaign website salmikool.ee, where one could select between dozens of unique, original verses. Some of the poems were also tailored about products. We presented the verses through multiple channels: outdoor, packaging, web and had them read by children in internal radio. OUTCOME The website salmikool.ee got 10 000 visitors. Sales increased 15% compared to same period previous year, which is an outstanding result in this sector. Especially taking into account the budget which was way under 20 000€.