category a – strategic use of media mix entry title: gorenje ora ito and go design advertiser:...
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CATEGORY A – STRATEGIC USE OF MEDIA MIX
Entry title: Gorenje Ora Ito and Go Design
Advertiser: Gorenje GTI, d.o.o.Entry maker: Pristop d.o.o.
Ora Ito. What is it?• New kitchen appliances designed by Ora Ito:
• Cool• Minimal• Trendy
• Multufunctional• Reasonable price• Quality
• http://www.gorenje-oraito.com/
Ora Ito. Why?
Design today:
• Basis for every successful product.
• Not only for rich people.
• Available to everybody (H&M, iPod, IKEA).
• “Demokratic design”
CLIENT’S WISH
PREPARE AN EFFICIENT CAMPAIGN WITHOUT USING TV ADS, JUMBO POSTERS, WITH LITTLE USE OF PRINT ADS – LET’S FOCUS ON BELOW THE LINE ACTIVITIES AND SAVE SOME MEDIA BUYING MONEY THAT WAY.
SINGLEOR
COUPLES
YOUNG FAMILIES ARCHITECTS AND INTERIOR DESIGNERS
Ora Ito. For whom?
SINGLEOR
COUPLES
Relatively youngHave a good job or parent’s financial backing
Live in an rented apartementApartement is a synchronised with their personality
Primary value: to be different
Touch points:
Daily internet users, very interactive (blogs, chats) –They search info about products online
Familiar with foreign sites
Outgoing oriented – concerts (home, abroad), shows, evets, drinks in town
Travellers – interested in foreign cultures, would like to work and study abroad
AKTIVNEMLADE
DRUŽINE
Primary value:family, but not in a classical
sense of the word:Like to give their children a lot of different experiences
(family day out, travels, classes) but still keep
some time for themselves;They have a nanny…
Their flat is a space where they spend time with their family and therefore very
importantThey search valuable,
simple, quick information
Touch points:
NewspapersTV
Puppet showsParks
MarketsKids shops
KindergardensZOO
Kids shows, magazines
ARCHITECTS AND INTERIOR
DESIGNERS
B2B target group in need of special attention
Touch points
Direct mailSpecial
events/magazinesWeb sites
Communication goalsPrimary goals:
Appliance to design your appartement and your modern, urban, trendy lifestyle,
Raise a young generation of customers, who might not be very loyal to brands as they were known to be in the past.
Create a strong relationship between the company and the “prosumers”.
Communication goals
Sekundarni cilji:
Raise brand awareness.
Build a “design driven brand awareness” among the “the urban young”.
Become a “top of the mind” brand for people, who will buy their first kitchen in the next 5-7 years, of course by then there will be another designer signed under the Gorenje kitchen, or why not a Gorenje’s own designer.
Marketing mix Advertising• Minimal ATL, mostly BTL.
Internet • New website
Sales promotion• Architects consultants on the sales places to catch young people at their first choices
Events• To catch youth at their places of fun (Ambasada Gavioli)
Product PR • Generating publicity in target media
Time matrix of marketing/media mixa
Advertising tools
• Print ads
• Cinema ads
• WC ads
• Fitnes center ads
• Combo
• Moving boards (direct approach)
Print ads
Hot. Even if you don’t turn it on.
From now on you’ll think twice before you decide what to wear in the kitchen
Even models want a refrigerator now
What you’ve just experienced is called WOW effect
Red carpet in the kitchen doesn’t seem a bad idea after all
Your eyes have just had an orgasm
Cinema ad - Don’t drool over your popcorn in the next few seconds
WC ads – Don’t forget to wash your hands before you touch it
Fitness ads – Do you like burning calories? Than we suggest cooking them for a change
Combo
- BTC Ljubljana- Lent Maribor
Direct approach – moving boards
Moving boards
Moving board teams walks around crowded areas, combining it with games and handouts (t-shirts, candles, flip flops) all the way showing products on their backs.
Moving boards
Game – gather the whole team so that they will spell the name Ora Ito
Moving boards
MARKETING/Product PR
Strategic roadmap - PR
Potovanje kuhinje Ora-Ïta po Evropi
Gorenje s futuristično kuhinjo na poti po Evropi "Spedenaj mi kuhinjo" - začetek natečaja Ora-Ïto na Zlatem bobnu
Dogodki Beograjski teden oblikovanja
Futuristična kuhinja na Dunaju
Dogodek Pecha Kucha
Ora-Ïto dogodki v Ambasadi Gavioli
Gorenje kot inovator, znanilec sprememb
Sodobni trendi v industrijskem oblikovanju GA
Predstavitev kolekcije Ora-Ïto Ora-Ïto v širšem kontekstu oblikovanja
Sodelovanje Ora-Ïto in Gorenje Nagradne igre s promocijskimi izdelki Ora-Ïto
Kuhinja prihodnosti
Ora-Ïto kot vodilno ime sodobnega oblikovanja
Uporabna vrednost Ora-Ïto kuhinje
Predstavitev nove kolekcijo aparatov Gorenje Ora-Ïto Zaključek natečaja "Spedenaj mi kuhinjo"
Go-design
Teme/zgodbe
Reportaža s preurejanja izbrane kuhinje
1. KOM. OBDOBJE
maj, junij
2. KOM. OBDOBJE
julij, avgust
3. KOM. OBDOBJE
september, oktober
Novost: kolekcija Gorenje
Ora-Ïto
Gorenje kot inovator, znanilec in
nosilec sprememb Gorenje Ora-Ïto kot del
vsakdanjika ciljne skupine
Sales promotion tools
- Architects consulting
- POS gear
- Gifts
Sales promotion place – architects consulting customers
Web promotion - tools• New design portal www.go-design.si
• Banners
• Contextual advertising (Toboads, Najdi.si)
• Digital PR
• Buzz marketing (forums, blogs, YouTube)
• Viral marketing (“Pimp my kitchen” game on the portal)
• E-newsletter
Online strategy
Spletno mesto
SPLETNO MESTOGO-DIZAJN.SI
GORENJE UPORABNIKI
»Design Driven«
NAMEN:Graditi in utrjevati brand Gorenje kot design
driven
»Design Enthusiastic«
PROMOCIJA
KAZALNIKI USPEŠNOSTI(KPI)
2 phases of development of the portal
GO-DIZAJN.SINatečaj
SpletovalnicaBlog novosti
Modrosti
For-roomZvezda
GO-DIZAJN.SISpedenaj mi
kuhinjo natečaj
spletovalnica
Faza 1 Faza 2
Online communication matrix
Phase 01 – Pimp my kitchen game
Pimp my kitchen game - http://www.go-design.si/natecaji
• Basic idea – Gorenje refurnished the kitchen of the winners with Ora Ito appliances
• Question: Why my kitchen needs to be pimped? Send a photo and be a contender for the prizes…
• The point of the game is that it is all happening on the web – from start to finish - and that it is very interactive (people can comment on other peoples kitchens)
Banner advertising
Direct approach - newsletter
Digital PR
Buzz marketing – forums, blogs
Viral marketing
Buzz marketing – forums, blogs
Toboads
Phase 02 - diesign portal
Design portal - content• Online consultancy – architects consult users also on the web; users can ask all
kind of questions – what should the color of my kitchen be like? Give advice about furniture for my bedroom etc.
• New game – Pimp my picture – users must make their own Gorenje TV ad – the winner will get a LCD TV ( http://www.go-design.si/natecaji )
• Blog – news on design from all walks of life
http://www.go-design.si/
GoDesign - clickability
GoDesign – goals and results
• Nr. of visits: 61.436 goal: 50.000
• Nr. of users: 45.048 goal: 20.000
• Nr. of registered users: 5.015 goal: 1.300
• E-newsletter requests: 5.027 goal: 500
• Beta users: 549 goal: 100
• Pimp my kitchen contestants: 198 kuhinj, več kot 600 fotografij
goal: 300 kuhinj
• Nr. of comments: 1.015 goal: 1.500
CAMPAIGN RESULTS
• EFFICIENT USE OF BUDGET
• SUCCESSFUL SALE OF Ora Ito PRODUCTS
• HIGHER BRAND AWARENESS OF Ora Ito PRODUCTS
• SUCCESSFUL PROMOTION OF GORENJE BRAND AS A DESIGN DRIVEN BRAND