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BORU
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A Slightly Superior Campaign
The Task:
Increase brand recognition, increase brand affinity and encourage product trial. We needed to deliver cut-through in a very competitive operating environment.
The Solution:
Our core ‘socialite’ audience demand ‘involvement’ entertainment & a brand experience. We were able to drive the core brand idea and its ‘slightly superior’ positioning in an engaging and humorous way through the innovative use of outdoor, the medium providing an integral part of the message.
The Result:
Sales increased by 25% during the November campaign period with 30% of adults who saw the campaign purchasing Boru. Key audience targets showed awareness levels 30% - 45% higher than category norms.
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