We wanted to create an unexpected execution to transmit the superiority of the product, where most products look the same : the shelf.

Lightness is a value which is hard to represent in communications, particularly in store where ' putting on a show ' is pretty difficult.

So we created a display unit using magnet technology which gave us tow immediate visible results:

Showing the product literally flying over its competitors.

Giving consumers the opportunity to touch the lightness of the product, making it a chore concrete and tangible value.

We created a display that is based on the principle of magnetic levitation, according to which an object is suspended on another without additional support outside of magnetic fields.

In our case the pot could float to 3cm from a small 10x10x3 cm platform, stabilizing its position and trajectory with two magnets working on opposing axis. In the end, the generator of the magnetic field was integrated into the display so that it was not visible to customers who just saw the pot floating in the air above the competitive products.

MEDIA CHANNELS AND INTEGRATION

The ' grab the lightness' display unit is positioned side by side competitors products in some points of sale.

Using the photos and videos taken during the display activity at the POS a digital media PR Campaign was activated.

POS: Febr. 17- Mar. 17

Digital PR April17

CONSUMER:

People immediately reacted by engaging with the display and asking staff at the POS for information .

7x attention time on the shelf

97% spontaneous recall outside POS

100% activation positive sentiment

95% brand recall.

MEDIA: online press reported the news widely on all marketing and trade communications outlets.

Press review

With this activity the legendary yogurt 'light' from Danone intends on reaffirming its leadership in the market of light yogurt and in particular that of set yogurt.

Total online Views: 1.112.890

Mediakey.tv

Pubblicomnow-online.it

Pubblicitaitalia.it

Youmark.it

Ninjamarketing.it

Adcgroup.it

Advexpress.it

Dailyonline.it

Brand-news.it

Marketingjournal.it

Technoretail.it

Marketingignorante.it

DailyMedia

Pubblicom Now

Today Pubblicità Italia

The idea to use in store media in this initiative comes from the fact that comparative advertising in above the line media is not allowed in Italy . The POS is the only place where products are displayed side by side with their competitors.

Normally the point of sale is used for tactics and promotional offers. We decided to exploit it to communicate the Vitasnella USP in a very impactful way

TARGET AUDIENCE

First target: end users, people responsible for purchasing, generally women over 35 who are interested in low fat products.

Second target :Retailers

Third target: blogs and websites about distribution.

MEDIA PLANNING

comparative advertising in above the line media is not allowed in Italy. The POS is the only setting where it's possible to find products side by side with their competitors.

That's the reason we decided to opt for a campaign completely focused on POS MEDIA spaces.

APPROACH

to maximise a campaign completely based on POS materials we created a special display unit using magnetic levitation technology .

In a scenario dominated by static conventional materials the 'grab the lightness' display immediately attracted the attention of the consumers.

SITUATION

Vitasnella was created to satisfy dietary trends in the 80's.

Over the years the market evolved towards more typical food segments such as indulgent and natural products relegating low call to a market sub category, and with the introduction of Greek yogurt Vitasnella has lost definitely its uniqueness.

And its became ever more difficult to stand out on the supermarket shelf.

BRIEF

Communicate the superiority of Vitasnella Greek in terms of low calorie content underlining that Vitasnella is the 'lightest ' Greek yogurt on the market.

Develop communication activities which emphasise the USP OF THE PRODUCT IN FMOT.

OBJECTIVES

1: engage consumers at the price int of sale communicating the main value of the brand, 'lightness

2: emphasise the superiority of the product compared to its competitors, as the lightest in the category.

3: make the product's recognisable on the shelf.

4: underline Danone's innovation in the media.