TUC #NOEXCUSE WHAT DO YOU PUT ON TUC? · Cat Best Performance Campaign BRIEF Romanians love...
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18. SPORT & ENTERNTAINMENT 1 Campaign Name: WHAT DO YOU PUT ON TUC? Agency: Minio Studio Client Name: Mondelez Category: Best Performance Campaign BRIEF Romanians love snacking – so, at very least once a week, 81% of Romanians snack something sweet and 59% choose something salty. This category is an indulgence one – as people take snacks simply because “I was in a mood for one” or “Needed something between meals” or “I am just watching a movie”. The problem is that TUC, a world-known brand of salty biscuits, does no longer make it to the top of the preferences list. In the last years, TUC has been a stable brand, yet it was no longer perceived as a cool and actual snack. Also, for the new users, the young, urban, cooking enthusiasts, the DIY fans of food experimentation, TUC was no longer relevant. Our challenge was to bring TUC in the spotlight, as a great snacking product. Also, we had a clear commercial objective: increase incremental sales, get people to register in our promotional campaign and engage people to spend more time with TUC, in digital environment. STRATEGY Being a simple cracker TUC was not one of the “fancy snacks”. The new communication needed to be fresh, suitable to the targeted audience’s preferences and expectations in terms of brand communication. We already knew that number one reason for snacking was simply the feeling of craving for something. We ditched the omnipotent view of the brand, under which we would consider that “people should be in the mood for TUC”. Instead, we recognized the fact that people’s food cravings are very diverse, from sweets to salami and from chocolate to chips. So our approach was to associate TUC with… all of these food cravings. Do you want some prosciutto? Put it on a TUC. Are you in the mood for something honey? Put some honey on a TUC. Maybe a light snack? Try on Philadelphia on TUC. Basically, TUC would be transformed, from a simple biscuit, to a small blank canvas for your food moods. Creating the association with the things that you already like, we would exponentially increase the consumption occasions. Also, the small serving size is also a hint of light eating, which increases consumers’ appetite, as he/she feels less guilty for snacking. TUC WHAT DO YOU PUT ON TUC?
Transcript of TUC #NOEXCUSE WHAT DO YOU PUT ON TUC? · Cat Best Performance Campaign BRIEF Romanians love...
WHAT IS THIS CAMPAIGN ALL ABOUT?JYSK is one of the largest retailers in Romania. As part of their global vision, JYSK is a proud sponsor of an overlooked category: Paralympics. The company is the main sponsor of the National Paralympics Committee. The agency job was to promote this sponsorship in a creative and relevant manner.
RESEARCH & FINDING
THE RELEVANT PROBLEMOur research included:
A media monitoring, to see the current media coverage on Paralympics. The results were worse than expected: we could not even find basic information, like major championship or top local athletes. It felt like they did not even exist.
In-depth interviews with the managers of the National Paralympics Committee, to better understand their struggles, the impact of JYSK sponsorship and their organizational structure.
An abundance of statistics and data showing Romanian’s lack of appetite for sport. Based on Eurostat data, only 6% of Romanians take regular sports, while 50% never engage in any sports activity.
Still, the Romanians awareness about the importance of sports is closer to the European average (43% of Romanian declare that sports is important for health, versus 61% in UE).
The research showed us a major challenge. Paralympic athletes were, at best, a marginal media subject. Communicating JYSK association with a cause that was not in Romanian’s list of interests looked like a difficult challenge to accept.
PLANNING OBJECTIVES
Main objective: communicate JYSK as main sponsor for the National Paralympics Committee (generate media coverage and awareness)
#NOEXCUSE
1
8. MEDIA RELATIONS18. SPORT & ENTERNTAINMENT
28. SPONSORSHIP
1
Campaign Name: WHAT DO YOU PUT ON TUC?
Agency: Minio Studio
Client Name: Mondelez Category: Best Performance
Campaign
BRIEFRomanians love snacking – so, at very least once a week, 81% of Romanians snack something sweet and 59% choose something salty. This category is an indulgence one – as people take snacks simply because “I was in a mood for one” or “Needed something between meals” or “I am just watching a movie”.
The problem is that TUC, a world-known brand of salty biscuits, does no longer make it to the top of the preferences list. In the last years, TUC has been a stable brand, yet it was no longer perceived as a cool and actual snack.
Also, for the new users, the young, urban, cooking enthusiasts, the DIY fans of food experimentation, TUC was no longer relevant.
Our challenge was to bring TUC in the spotlight, as a great snacking product. Also, we had a clear commercial objective: increase incremental sales, get people to register in our promotional campaign and engage people to spend more time with TUC, in digital environment.
STRATEGY Being a simple cracker TUC was not one of the “fancy snacks”. The new communication needed to be fresh, suitable to the targeted audience’s preferences and expectations in terms of brand communication.
We already knew that number one reason for snacking was simply the feeling of craving for something. We ditched the omnipotent view of the brand, under which we would consider that “people should be in the mood for TUC”. Instead, we recognized the fact that people’s food cravings are very diverse, from sweets to salami and from chocolate to chips.
So our approach was to associate TUC with… all of these food cravings. Do you want some prosciutto? Put it on a TUC. Are you in the mood for something honey? Put some honey on a TUC. Maybe a light snack? Try on Philadelphia on TUC.
Basically, TUC would be transformed, from a simple biscuit, to a small blank canvas for your food moods. Creating the association with the things that you already like, we would exponentially increase the consumption occasions. Also, the small serving size is also a hint of light eating, which increases consumers’ appetite, as he/she feels less guilty for snacking.
TUCWHAT DO YOU PUT ON TUC?
WHAT IS THIS CAMPAIGN ALL ABOUT?JYSK is one of the largest retailers in Romania. As part of their global vision, JYSK is a proud sponsor of an overlooked category: Paralympics. The company is the main sponsor of the National Paralympics Committee. The agency job was to promote this sponsorship in a creative and relevant manner.
RESEARCH & FINDING
THE RELEVANT PROBLEMOur research included:
A media monitoring, to see the current media coverage on Paralympics. The results were worse than expected: we could not even find basic information, like major championship or top local athletes. It felt like they did not even exist.
In-depth interviews with the managers of the National Paralympics Committee, to better understand their struggles, the impact of JYSK sponsorship and their organizational structure.
An abundance of statistics and data showing Romanian’s lack of appetite for sport. Based on Eurostat data, only 6% of Romanians take regular sports, while 50% never engage in any sports activity.
Still, the Romanians awareness about the importance of sports is closer to the European average (43% of Romanian declare that sports is important for health, versus 61% in UE).
The research showed us a major challenge. Paralympic athletes were, at best, a marginal media subject. Communicating JYSK association with a cause that was not in Romanian’s list of interests looked like a difficult challenge to accept.
PLANNING OBJECTIVES
Main objective: communicate JYSK as main sponsor for the National Paralympics Committee (generate media coverage and awareness)
#NOEXCUSE
1
8. MEDIA RELATIONS18. SPORT & ENTERNTAINMENT
28. SPONSORSHIP
2
Campaign Name: WHAT DO YOU PUT ON TUC?
Agency: Minio Studio
Client Name: Mondelez Category: Best Performance
Campaign
Therefore, the campaign was named “What do you put on TUC?”, a direct communication with our consumers, inviting them to get wild and try on their own combination between TUC and… anything. The campaign was an integrated one, but digital was a key component, as it was the main environment where we could communicate with our users about the variety of TUC Toppings.
IN TERMS OF COMMUNICATION MESSAGES, WE HAD TWO MAIN ONES:
1. The concept of TUC toppings (what do you put on TUC)
2. The promotional campaign – consumers were invited to register in order to win different prizes (Tefal Mixer and Tefal Set of Knives).
We already knew that having more messages in a campaign would confuse users and reduce their engagement. Therefore, we integrated the TUC Toppings into the Promotional campaign, in order to have a streamlined message: Choose your Tuc Toppings – Find a great recipe idea – win prizes.
EXECUTION AND USE OF MEDIA THE DIGITAL CAMPAIGN MIX INCLUDED:
1. The website, which was a key component of the campaign.
2. The influencers campaign
3. PPC Campaign (Facebook, Instagram and Youtube).
THE MAIN PILLAR OF THE CAMPAIGN WAS THE WEBSITE: WWW.TUSITUC.RO
WHAT IS THIS CAMPAIGN ALL ABOUT?JYSK is one of the largest retailers in Romania. As part of their global vision, JYSK is a proud sponsor of an overlooked category: Paralympics. The company is the main sponsor of the National Paralympics Committee. The agency job was to promote this sponsorship in a creative and relevant manner.
RESEARCH & FINDING
THE RELEVANT PROBLEMOur research included:
A media monitoring, to see the current media coverage on Paralympics. The results were worse than expected: we could not even find basic information, like major championship or top local athletes. It felt like they did not even exist.
In-depth interviews with the managers of the National Paralympics Committee, to better understand their struggles, the impact of JYSK sponsorship and their organizational structure.
An abundance of statistics and data showing Romanian’s lack of appetite for sport. Based on Eurostat data, only 6% of Romanians take regular sports, while 50% never engage in any sports activity.
Still, the Romanians awareness about the importance of sports is closer to the European average (43% of Romanian declare that sports is important for health, versus 61% in UE).
The research showed us a major challenge. Paralympic athletes were, at best, a marginal media subject. Communicating JYSK association with a cause that was not in Romanian’s list of interests looked like a difficult challenge to accept.
PLANNING OBJECTIVES
Main objective: communicate JYSK as main sponsor for the National Paralympics Committee (generate media coverage and awareness)
#NOEXCUSE
1
8. MEDIA RELATIONS18. SPORT & ENTERNTAINMENT
28. SPONSORSHIP
3
Campaign Name: WHAT DO YOU PUT ON TUC?
Agency: Minio Studio
Client Name: Mondelez Category: Best Performance
Campaign
This included a Tinder-inspired recipe generator. Users would see up to 90 different ingredients ingredients, from bacon to agave syrup, swipe right or left to mark their preference and discover several delicious Tuc combinations. Users were asked to like at least one of the recipe in order to register in the competition. If they did not like them, they could use the generator again. We knew that our young audience is very familiar with the dating platform, and with the swipe for likes or dislike mechanics. Offering them a similar experience, but in an unexpected manner, we managed to increase their excitement, which is visible in the very high conversion rate between visitors and registered.
The website recorded and showed up live data: how many users like that recipe, what are the top 5 favorite ingredients, how many people are using the generator.
The website also included the videos created with the influencers.
THE INFLUENCERS’ CAMPAIGN
We worked with Chef Bogdan Alexandrescu and Gabriela Simion, to create the amazing recipes. They also created 6 videos, showcasing different recipes.
Both had multiple posts on their social profiles, in order to promote this bite-size culinary experience.
WHAT IS THIS CAMPAIGN ALL ABOUT?JYSK is one of the largest retailers in Romania. As part of their global vision, JYSK is a proud sponsor of an overlooked category: Paralympics. The company is the main sponsor of the National Paralympics Committee. The agency job was to promote this sponsorship in a creative and relevant manner.
RESEARCH & FINDING
THE RELEVANT PROBLEMOur research included:
A media monitoring, to see the current media coverage on Paralympics. The results were worse than expected: we could not even find basic information, like major championship or top local athletes. It felt like they did not even exist.
In-depth interviews with the managers of the National Paralympics Committee, to better understand their struggles, the impact of JYSK sponsorship and their organizational structure.
An abundance of statistics and data showing Romanian’s lack of appetite for sport. Based on Eurostat data, only 6% of Romanians take regular sports, while 50% never engage in any sports activity.
Still, the Romanians awareness about the importance of sports is closer to the European average (43% of Romanian declare that sports is important for health, versus 61% in UE).
The research showed us a major challenge. Paralympic athletes were, at best, a marginal media subject. Communicating JYSK association with a cause that was not in Romanian’s list of interests looked like a difficult challenge to accept.
PLANNING OBJECTIVES
Main objective: communicate JYSK as main sponsor for the National Paralympics Committee (generate media coverage and awareness)
#NOEXCUSE
1
8. MEDIA RELATIONS18. SPORT & ENTERNTAINMENT
28. SPONSORSHIP
4
Campaign Name: WHAT DO YOU PUT ON TUC?
Agency: Minio Studio
Client Name: Mondelez Category: Best Performance
Campaign
THE DIGITAL MEDIAThe imagery was really appealing, showcasing a variety of ingredients.
Youtube pre-rolls videos
Facebook & Instagram Ads
Google Parallax format
RESULTS OUR SALES RESULTS:The campaigned performed very well: double digits growth in incremental volume, in just a month-and-a-half-long campaign. The sales report show that we managed to keep our new engaged users, as the TUC volume continue to grow even after the campaign.
OUR DIGITAL RESULTS:
The conversion rate on the website was amazing - 75%. We had 9.000 unique users, out of which 6.800 registered in the promo. This number is above industry average for food promotions and +37% above the target. That means that almost 8 out of 10 visitors decided to have the full experience, following the entire flow: liking or disliking the ingredients, generating recipes, joining the promotion.
Time on site: 3,30 minutes.
Only 22% bounce rate.
Almost 570.000 views on recipes on the website.
Over 100.000 organic views for the videos posted by influencers.
380.000 views on the stories posted by the two influencers.
Though influencers alone, we reached over 180.000 people.
WHAT IS THIS CAMPAIGN ALL ABOUT?JYSK is one of the largest retailers in Romania. As part of their global vision, JYSK is a proud sponsor of an overlooked category: Paralympics. The company is the main sponsor of the National Paralympics Committee. The agency job was to promote this sponsorship in a creative and relevant manner.
RESEARCH & FINDING
THE RELEVANT PROBLEMOur research included:
A media monitoring, to see the current media coverage on Paralympics. The results were worse than expected: we could not even find basic information, like major championship or top local athletes. It felt like they did not even exist.
In-depth interviews with the managers of the National Paralympics Committee, to better understand their struggles, the impact of JYSK sponsorship and their organizational structure.
An abundance of statistics and data showing Romanian’s lack of appetite for sport. Based on Eurostat data, only 6% of Romanians take regular sports, while 50% never engage in any sports activity.
Still, the Romanians awareness about the importance of sports is closer to the European average (43% of Romanian declare that sports is important for health, versus 61% in UE).
The research showed us a major challenge. Paralympic athletes were, at best, a marginal media subject. Communicating JYSK association with a cause that was not in Romanian’s list of interests looked like a difficult challenge to accept.
PLANNING OBJECTIVES
Main objective: communicate JYSK as main sponsor for the National Paralympics Committee (generate media coverage and awareness)
#NOEXCUSE
1
8. MEDIA RELATIONS18. SPORT & ENTERNTAINMENT
28. SPONSORSHIP
5
Campaign Name: WHAT DO YOU PUT ON TUC?
Agency: Minio Studio
Client Name: Mondelez Category: Best Performance
Campaign
CREATIVITY The campaign gave an exciting twist to a simple cracker. From a simple biscuit, TUC became a canvas for all your little food cravings.
THE KEY COMPONENT OF THE CAMPAIGN WAS THE VISUAL SIDE:
We created 60 different recipes using TUC toppings and it took us 3 days for the photo shootings. Each recipe was shot in a different plating and setup. However, the visual impact was excellent and this is exactly what we were going for.
The videos created by the influences also looked really exciting.
The entire visualization of the ingredients was mouth-watering, from recipes, to generator, to online assets.
What we managed to do is to take one cracker and associate it with basically anything. We have offered TUC a new usage: instead of a cracker you eat out of the pack, it will become a base for a tasty treat, be it sweet or salty.
CHECK OUT THE VIDEO MATERIALS HERE: WWW.BIT.LY/2QW3WJC
