Eurobest
PUBLICIS STOCKHOLM, Stockholm / BRAVO / 2023
Overview
Entries
Credits
Background
In times of economic pressure, many households are reconsidering their purchases and prioritizing essential items. The food category is no exception. Bravo saw a decline in sales, as the family's favorite juice did no longer have a given seat at the table. A challenging task how to meet their high sales objectives, in a competitive environment with heavy price promotions.
According to research by the Ehrenberg-Bass institute, brands grow by increasing their mental and physical availability. A brand’s mental availability can be measured by the number of category entry-points (CEPs, i.e. purchase situations) consumers associate the brand with. At that time, the brand was strongly associated to one entry-point: breakfast.
If we could drive associations to an additional CEP, besides breakfast, we would be able to drive incremental sales by competing for more purchase occasions.
Strategy
The target audience was families with children, light TV viewers with few exceptions – like Melodifestivalen. To gain reach in a Melodifestivalen context is a challenge though, since it’s aired on public service TV (no commercials).
Our overall approach was instead to reach the target audience when they plan their weekend, support associations to Fredagsmys & Melodifestivalen through distinct messaging, right context, and inspirational content.
Our media planning guidelines was therefore to:
Maximize mental availability prior to the weekend consumption occasion
Add physical and digital presence in connection to Melodifestivalen live and TV events. Increased presence around key live events (Stockholm, Gothenburg, Malmö)
Plan for content that inspires to new consumption occasion, together with influencer profiles with high affinity in target audience and Melodifestivalen.
Execution
The campaign execution:
Influencers were core in establishing the moment of weekend celebration through content focused on Melodifestivalen and Fredagsmys. Posts were activated mid-week to make Bravo top-of-mind prior to the new consumption occasions.
Social was used to boost reach of influencer posts, and to drive product recognition through packshot video ads
OLV was used to maximize impact through quality exposures, prioritizing unskippable formats for the highest possible attention
OOH added reach and impact, with specific focus on the cities in which the Melodifestivalen shows took place, using screens close to the arena
Melodifestivalen partnership including events at key locations (with product sampling and interactive contests) and association user rights. The media campaign was supported by activations in-store.
The campaign ran over seven weeks, timing with the Melodifestivalen period, with a total budget of 360 000 euro.
Outcome
The campaign very successfully associated the Bravo brand to the occasion of weekend celebration.
In a post-campaign survey, 70% of the target group agreed that ”a glass of Bravo juice for the kids made the celebration of Melodifestivalen even more festive”. At the same time improving brand recognition with 118%.
This would not have been possible without impactful and thoroughly planned media, amplified by the context of weekend celebrations, which led to an observation rate that was 123% higher than the brand’s previous flight!
The campaign also proved that being associated to more category entry-points resulted in strong brand growth, in line with the research by Ehrenberg-Bass Institute. Bravo juice increased their market shares by 14% in a very competitive market, and despite competitors’ running price promotional campaigns in parallel.
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