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.

MEDIA CHANNELS AND INTEGRATION

PHASE 1: POS

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

Vitasnella Greek the lightest yogurt in its category in Italy was chosen for the test.

Hidden cameras were positioned in the display and around the point of sale to video people's reactions.

Phase 2: digital PR

Using the photos and videos taken during the display activity at the POS a digital media PR Campaign was activated. It covered of all main communication, marketing and retail.

TIMELINE

POS: February 2017- March 2017

Digital PR : April 2017

SCALE

POS: 10/15 independent points of sale in the city of Milan.

Digital PR : The main web blog of communication, marketing and retail.

TIER 1: MEDIA OUTPUT

Total online Views: 1.112.890

Mediakey.tv - 13.950

Pubblicomnow-online.it - 3.450

Pubblicitaitalia.it - 5.550

Youmark.it - 5.250

Ninjamarketing.it - 892.590

Adcgroup.it - 60.000

Advexpress.it - 3.000

Dailyonline.it - 30.000

Brand-news.it - 11.700

Marketingjournal.it - 3.300

Technoretail.it - 1.100

Marketingignorante.it - 1.500

DailyMedia - 15.000

Pubblicom Now - 3.450

Today Pubblicità Italia - 55.500

TIER 2: TARGET AUDIENCE

7x attention time on the shelf

97% spontaneous recall outside POS

100% activation positive sentiment

95% brand recall.

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.

Based on this we decided to exploit communication codes in an above the line setting :the point of sale where usually one only encounters tactics such as promotions and offers, to communicate the USP of products.

TARGET AUDIENCE

First target: blogs and websites about communication and distribution

Second target :Retailers

PR 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 and create a customers video reaction to communicate to activity to our media stakeholder instead a normal press release.

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 and media.

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.