Naš zadatak bio je osmisliti kampanju za osnaživanje BIPA baby asortimana proizvoda komunicirajući specifične benefite za roditelje. Predložena kreativna strategija i idejna rješenja pratila su 2 vala kampanje, u ljetnom i jesenskom periodu.
Rješenje
Kroz pametne uvide u ciljnu skupinu istražili smo njihovo ponašanje, kretanje i način konzumiranja sadržaja. Podijelili smo ih u 2 različite faze koje nam govore kako publika konzumira kanale komunikacije. Pomoću “lean back” i “lean front” pristupa prilagodili smo ključne poruke i komunikaciju za ponudu iz baby asortimana. U “lean back” fazi, otvorili smo kampanju sa emocionalnom poveznicom kroz TV spot i Online. Ova faza je služila za naglašavanje emotivnih atributa brenda i pozicioniranje slike brenda u svijesti potrošača. U “lean front” fazi primarni kanali bili su OOH, radio i POS materijali. Na njima smo primarno isticali racionalni benefit.
Što to znači biti roditelj? Jasno, najmanjima davati brige i ljubavi najviše na svijetu… Ali svakodnevno, to znači snalaziti se u situacijama na koje nismo navikli.
Tu hrabrost smo odlučili proslaviti kroz 32” TV spot koji slavi razne uloge koje roditelji prihvaćaju kako bi svojoj djeci bili najbolji mogući roditelji.
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