Another project of customer engagement signed IAKI for the brand Artic, this time dedicated to the launch of a new product, the preparation for cocktails Artic A +. The agency has been involved from the stage of the positioning strategy of the product, to the realization of integrated communication plan.
Sandro Marchetti, CEO of IAKI, it outlines the most important aspects of the operation.
What’s this customer engagement project?
Our knowledge of the alcoholic beverages market, and the experience of Artic, led Illva to involve us in a consultancy from the initial stages of defining the positioning and choice of brand identity. Study of the product, benchmarks, and finally the naming, packaging and overall communication strategy. A complex but challenging task (also due to the nature of the product), who has seen alongside the customer for a few months. Then we went to the realization of the communication strategy which included a digital strategy, a tour of the on-trade events, concerts and a strong advertising campaign radio.
Let’s start from the web: what’s been the digital strategy of the project?
We worked on the web site design with a view to restyling, focusing on identity and content on the new product. Similarly we have updated the YouTube channel, the mobile site and especially the official Facebook page. The Facebook marketing as it is called now today, is central to the new product sections and events, editorial plan to launch ad hoc Artic A +, tour territorial integration on trade. All with a social advertising campaign to support, aimed at increasing the fan.
Speaking of territory, what events format have you realized?
Two types of activities, still in progress. An operation of guerrilla marketing from hundreds of Italian venues, with hints of animators that offer sample products and magician hats: an on trade animation that amazes and surprises the audience, just like the A + product. A light format of event, but of great stopping power and able to create numerous contacts at low cost. In addition to this activity, we continued with the collaboration between Artic and MTV Clubbing, overseeing some great electronic music concerts organized by the issuer with sampling activities and entertainment. After the first three summer concerts, two other autumn dates complete the tour. Among other things, we also dealt with the making of the video promo on air on MTV, a movie that managed to simultaneously promote both the event and the product.
What didi you do on the radio?
We have developed a multi-subject conveyed by a huge radio media plan. Three subjects in 20 and 15 seconds for better coverage and temporal extension. Creativity has put at the center both the new elements of the product (in particular the creation of foam, the main feature of the product) and the call to action to the test, with the clear invitation to ask the barman the product.
What’re the results?
The aim of arousing the attention of consumers to the new product is achieved, both in numbers and with respect to the appreciation received. Among the positive signs the dozens of bartenders who ask for the product and the passage of the tour on their premises. The Facebook page has a great vitality, proving that even the social media strategy is correct. And finally, the success of the event photos that are searched and downloaded continuously from the Facebook page.