ACTIMEL – BALATON-CROSSING SPONSORSHIP
Danone’s goal was to activate a lively, energetic adult target group that had turned away from the brand, so we were asked to design a brand activation that could appeal to potential consumers.
In spring 2016, Danone Actimel decided to rebrand globally. The focus was on active, self-actualising adults with the new positioning slogan “Stay Strong!”. The biggest challenge of the rebranding process was therefore to present the message in a completely different consumer situation.
Republic Group implemented a BTL promotional campaign with a creative, “out of the box” solution. We supported the activation with banner, Facebook, and Instagram campaigns, PR appearances, blogger collaborations, vlogger collaborations, and pop-up concerts.
At the first stage of the campaign, we teamed up with Budapest Bakering, a mobile street food startup targeting bustling urban adults. In the second half of the campaign, a three-week sampling was launched, where we added Actimel to the startup’s unique product, the “ring”, at the capital’s busiest public transport hubs, and organised five early evening acoustic pop-up concerts. Brand ambassadors Marge and Tamás Szabó Kimmel performed their motivational songs for the campaign. These were also interpreted by Gergő Szirmai on his YouTube channel.
ACTIMEL – BUDAPEST BAKING CAMPAIGN
Danone is present in more than 120 countries on 5 continents, operates 160 factories and employs 101,000 people worldwide, generating revenues of €21 billion in 2014.
In spring 2016, Danone Actimel decided to rebrand globally. The new “Stay Strong!” positioning focuses on active, self-actualising adults, for whom Actimel helps stay motivated, persistent, problem-solving, and energetic on a daily basis. The biggest challenge of the rebranding was therefore to present Actimel no longer as a vital vitamin source for the family, but in a completely different consumer situation.
Republic Group implemented a BTL promotional campaign with strong PR support and a creative, out of the box solution. As the first stage of this, Republic Group teamed up with Budapest Bakery, a mobile street food startup targeting the bustling, urban adult. They created the perfect fusion of their special pastry ‘ring’ and the new pomegranate Actimel. In addition to trams, buses and trolleybuses, Budapest Bakering’s sales network was expanded – with the support of the brand, with a new vehicle, the blue metro. The four vehicles were branded with Actimel and customers received a free yoghurt with each ring.
The second half of the campaign saw the launch of a three-week sampling at the capital’s busiest public transport hubs, with five early evening acoustic pop-up concerts. Brand ambassadors Margeand Tamás Szabó Kimmel performed motivational songs written for the campaign, which helped cope with the stress caused by the difficulties of everyday life. These real “Stay Strong!” moments were also interpreted by Gergő Szirmai on his YouTube channel.
In spring 2016, Danone Actimel decided to rebrand globally. The new “Stay Strong!” positioning focused on active, self-actualising adults, for whom Actimel helps maintain daily motivation, perseverance, problem-solving skills, and energy. The biggest challenge of the rebranding was therefore to present Actimel no longer as a vital vitamin source for the family, but in a completely different consumer situation.
We linked the “Stay Strong!” campaign to the struggles of preparing for Christmas. Rushing after presents, carrying gifts, crowded train stations, delays…etc. It’s all hard, but Actimel can help one get through it. We put Santa Claus at the heart of the campaign, as he’s the one who faces the most challenges at Christmas.
The Santa Claus video was primarily targeted at social media channels, and the outdoor posters were placed in metro stations where most people would see them on their way back from shopping. As part of the offline campaign, we organised a drop-off at the Keleti Railway Station, as it is the busiest junction in the city. With products handed out on the spot, we sent the message “Actimel helps you get home for Christmas”.
We also organised a Stay Strong Brothers ft. Marge pop up concert, as we had experimented with a similar solution for the spring campaign. The aim of the campaign was to reach Actimel’s newly defined target audience in a unique and creative way, and to convey the message “Stay strong!”.
WHAT WE WERE RESPONSIBLE FOR
As the creative agency of Actimel BTL, we were responsible for several projects of the brand: we collaborated with Budapest Bakering, organised the sponsorship of Balaton Crossing, and we were also responsible for consumer promotions, tastings, and brand activations related to the introduction of the rebranding messages “Stay strong!” and “Wake up, shake up!”.
The indirect reach of the pop-up concerts exceeded 35,000 and more than 75,000 Actimels were distributed during the public promotion. Songs written for the campaign generated 769,744 views. Gergely Szirmai’s video reached 345,000 views, 5,500 people liked it, with 434 comments. The film about the making of Budapest Bakering’s new vehicle reached 202,000 views. Actimel content related to BTL activity generated 360,000 hits and 3,800 likes on the Budapest Bakering Facebook page.
The native content on the WeLoveBudapest page was read by more than 10,000 people. A “correspondent” report produced by the Girl Power blog was organically placed on the front page of NLC thanks to its readership.
The campaign generated 12 media releases, of which 7 were newspaper articles and 5 were influencer posts. None of them were paid. These generated a total of 1,253,949 impressions and an advertising value of 7,107,000 Ft. The Santa Claus video attracted the most interest from journalists, and our exclusive partnership with Origo was also a success.