Tarbijakampaania „Aita Annikat“

Kirjeldus

CAMPAIGN PERIOD: 01.10.2013 – 15.12.2013 SHORT PROJECT DESCRIPTION FROM CLIENT aka BRIEF The campaign had two main goals: 1. Supporting the launch of Sirowa’s Facebook page „I Am Healthy“ („Olen Terve“) to increase the number of health conscious fans and boost the popularity of a new health related page. 2. Introducing different health products and dietary supplements marketed by Sirowa and cementing those brand names and their health benefits into the minds of the consumer both visually and informatively. The client’s wish was to fulfill both goals through a playful campaign and to find a simple but unique idea that could be implemented repeatedly, keeping these goals in mind. THE IDEA A great way to cement brands and products into the minds of consumers is to use an interactive solution where they actually need to do something. To achieve this, we created a charming and health conscious stereotype called ANNIKA. Next, we claimed that she is in trouble and needs Your help. This is how we managed to get people to participate in the game and help Annika. We created an informative, yet playful Facebook application (app) that had the following mechanics: 1. There were 9 points on Annika’s body, each of which marked the realistic location for the effect of a specific health product (what part of the body a specific product was meant for or used on). 2. The player had the opportunity to get to know different products that were located next to Annika by clicking the image of the product that opened a detailed informative box. 3. The player’s assignment was to grab a product with their mouse pointer and drag it to the right location on Annika’s body. 4. When all products found their correct place, the player had the chance to participate in the draw of the daily prize. 5. Throughout the campaign’s three active weeks, the players had the chance to play the game again every day, regardless of whether they had already played it or if they had won the daily prize. 6. By inviting their friends to play the game, they had the chance to get extra votes for the draw. 7. On each day of the campaign we gave away a prize of one generous package containing health products with the value of 135 Euros. We invited fans to come and play the game through a Facebook advertising campaign and paid wall posts. We repeated the game right away after 42 days as the feedback from fans was so positive after the first campaign period. RESULTS: The overall statistics of the two campaign periods: 1. Total number of new fans joined through the game: 4714 2. Total number of visits on the campaign app page: 14 064 3. Total number of sharing the game to friends: 8369

IDEE Brändide ja toodete tarbija teadvusesse kinnistamiseks on suurepärane viis kasutada interaktiivset tegevust nõudvat lahendust. Selleks lõime noore, tervislikest eluviisidest lugupidava ja nägusa stereotüübi ANNIKA. Väitsime facebooki kasutajatele, et ta on hädas ning vajab just Sinu abi. Nii saime huvilised mängus osalema ja aitama Annikat. Valmistasime informatiivse, kuid mängulise facebooki aplikatsiooni (APP), mille motoorika oli järgmine: 1. Annika kehal asetses kokku 9 erinevat punkti, millest igaüks tähistas ühe konkreetse tervisetoote reaalset asukohta (ehk millisele kehapiirkonnale vastav toode võis mõeldud olla). 2. Annika kõrval asetsevate toodetega oli mängijal võimalus tutvuda, klikates tootepildil, mille järgselt avanes detailsem infokast. 3. Mängija ülesanne oli haarata hiirega tootest kinni ja lohistada see Annika kehal õigesse kohta. 4. Kui kõik tooted olid oma õige asukoha leidnud, sai mängija osaleda päeva-auhinna loosimises. 5. Kampaania kolme nädala jooksul oli võimalik iga päev mängu uuesti mängida sõltumata sellest, kas varem oldi juba mängus osaletud ja auhinda võidetud või mitte. 6. Kutsudes ka oma sõpru mängima, oli võimalik loosimisel saada lisahääli. 7. Auhindadena loosisime kampaaniaperioodil iga päev välja ühe rikkaliku tervisetoodete komplekti väärtuses 135 EUR. Mängus osalema kutsusime fänne läbi FB reklaamikampaania ning tasuliste wallpostide. Kordasime mängu 42-päevase vahe järel koheselt uuesti, sest fännide tagasiside esimesele kampaaniaperioodile oli väga positiivne.