We were responsible for the elaboration of creative idea for the action, the mechanisms of lottery and competition, website and the campaign.
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Goes well with the

dinner

  • Client

    Żywiec Zdrój

  • Project Name

    Goes well with the dinner

  • Project type

    Consumer promotion

  • Access channels

    Interrnet, BTL

  • Range of services

    • - Elaborate creative idea for the action,
    • - Design action’s logotype,
    • - Elaborate mechanism of lottery and competition and also consumer promotion rules,
    • - Create a dedicated website www.pasujedoobiadu.pl,
    • - Elaborate an Internet campaign,
    • - Design and production of POS materials,
    • - Design and production of key account mailing.

  1. Introduction

    Within the cooperation with Żywiec Zdrój S.A. Freszlab agency, belonging to FireFly Group, was responsible for leading consumer promotion Żywiec Zdrój Smako-Łyk with a slogan ‘Goes well with the dinner’. The agency was responsible for the elaboration of creative idea for the action. Moreover, the agency elaborated mechanics of lottery and competition and designed action’s logotype. Furthermore, we have created a dedicated website accompanying the campaign and were responsible for BTL promotions – project and production of POS materials and key account mailing.

  2. Creative Idea

    During the dinner matters not only what we eat but also what we drink and how the dishes are prepared. The dinner is not just a meal it is a puzzle in which all elements have to fit perfectly. This is why we chose puzzle as an image element that joined all communication around the action. Its shape was given to the action’s logotype and, what’s more, it was shown on each and every element of the campaign – website and POS materials.


    Logo akcji
    Action's logotype
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  3. Execution

    1. Lottery

      In order to take part in the lottery you had to buy Żywiec Zdrój Smako-Łyk 1,5l and keep the receipt (in case of winning, the receipt was necessary to collect the award). After sending an SMS saying “Promotion” to an indicated number as a response you received a unique code that took part in a daily draw of two Tefal cookware sets.

      All codes collected during the lottery duration were taken into consideration in each draw. The sooner the consumer bought the product and submitted for the lottery, the more probable the winning. When choosing the prizes we took into consideration the needs of our target group and wanted them to match the communication concept.

    Internet campaign - 1 line Internet campaign - 2 line
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    1. Competition

      Additionally, all owners of the unique SMS codes could take part in competition on the website. The unique code was to be filled in on a special form on a subpage „Competition”. You were to give your data and solve competition’s task, based on matching the puzzles and answering the content’s question.

      From among those who correctly matched the puzzle or were the closest to do so, a Jury was choosing 3 winners weekly. The lucky ones received DUKA dinner sets and GERLACH cutlery. In case when many people correctly put the puzzle, the Jury chose the winners with a criteria of the most interesting answer to the contest’s question. Moreover, from all the applications in a given month Jury selected an author of the most interesting answer to a contest’s question, the lucky one received an IKEA bon card worth 20 000 PLN. Everybody could be the winner, regardless of solving the puzzle - the Winner was the most original ad creative answer to a given question.

    2. Website and Internet campaign

      Together with the consumer promotion we launched a dedicated website www.pasujedoobiadu.pl. You could find there elements associated directly with the promotion (regulations, information about the competition, prize presentation and winner list), and also product section and light receipts for Spring dinner dishes. The leading graphic element appearing on the website was also a puzzle referring to the action’s logotype and to our creative idea. The site was accompanied by Internet campaign which main task was to generate traffic on the website and build brand image.

    www.pasujedoobiadu.pl – main page www.pasujedoobiadu.pl – products page www.pasujedoobiadu.pl – prizes page
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    1. POS materials

      Integrated element of our activities was also elaboration of POS materials. They were based on the designed logotype and informed about the promotion. We were responsible for creative work and the production of all materials.

    wobler
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    1. Key account mailing

      For the key clients we prepared a special parcel. In a box stylized for cooking book we hid a bottle of Smako-Łyk, a product folder and... an actual cooking book with delicious receipts for light dishes for dinner.

  4. Action summary

    The aim of our action was to increase the frequency of purchase of the product by indicating an additional occasion for the consumption of Smako-Łyk – with a meal. We wanted to show that Smako-Łyk perfectly matches meals and simply “goes well with the dinner”. When developing the idea of the action we considered possibly highest number of channels to reach the consumer so that all media complement one another and transmitted a complex statement about the brand.

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