consumer relations 2009 / 1st place / interactive and educational campaign „protect the juice!
DESCRIPTION
Baltic PR Awards 2009 Consumer Relations 1st PLACE WINNER Agency: Eksodus Integrētās Komunikācijas Client: Tetrapak Check out this presentation video on Youtube: http://tinyurl.com/d7y3etTRANSCRIPT
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Eksodus Integrētās Komunikācijas
Inese Ozoliņa
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Kā veidot PR kampaņu, ja klienta darba uzdevums ir
“sulas kartona iepakojumā vislabāk un visilgāk aizsargā sulu pozitīvās īpašības”?!
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Ideja:Veidot interaktīvu kampaņu ar netradicionāla eksperimenta
veikšanu!
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SA risinājums I:Interaktīva mājas lapa
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SA risinājums II:Iespēja ikvienam piedalīties eksperimentā
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SA risinājums III:Sulu ekspertu padomes izveide
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SA risinājums IV:Individuālu attiecību ar medijiem
veidošana
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• “-” preses relīzēm;• “+” individuālai pieejai;• “+” sociālajiem medijiem;• “+” preses konferencei tiešsaistes režīmā.
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Rezultāti
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Avots: Data Serviss
Igaunija: gaismas un gaisa ietekme uz sulu saturu
60,1%
11,0%
28,9%
0,0%
68,2%
10,0%
21,8%
0,0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Light-proof does influence
Light-proof doesn'tinfluence
Not sure
NA
Basis: All
2007 (n=679) 2008 (n=717)
Does a light-proof packaging
influence quality of the juice or
nectar?
The awareness of the light proof package influence on the juice
quality has increased by 8% from 2007.
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42,1%
9,3%
48,2%
0,4%
60,4%
9,6%
29,9%
0,0%
0% 10% 20% 30% 40% 50% 60% 70%
Light-proof does influence
Light-proof doesn'tinf luence
Not sure
NA
Basis: All
2007 (n=807) 2008 (n=579)
Does a light-proof packaging
influence quality of the juice or
nectar?
The awareness of the light proof package influence on the juice
quality has considerably increased -
Avots: Data Serviss
Latvija: gaismas un gaisa ietekme uz sulu saturu
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