THE BRIEFObjective:To increase the share of voice on social media space in Singaporeand Malaysia for OranginaTarget audience:18-24 years old
THE PRODUCTBackgroundCreated in 1935 by a Spanish pharmacist and firstly launched in Algeria, Orangina is nowowned by the Suntory Holdings (Japan). Despite, several changes in management,Orangina has not lost its Mediterranean heritage and maintains a consistent brandingworldwide.In Singapore, it is distributed by Glory Food Products at major supermarkets sold at $XX.It is not distributed in Malaysia.What makes it special?• No less than 12% citrus fruit juice with 2% pulp and zest plus light bubbles• No added colours or artificial flavourings.• Unique consumption behaviour - Shake your Orangina to mix the tastyzest, pulp and juice.Online presence• Global: Website, and Youtube channel,• Localised: Facebook
THE DIRECT COMPETITORBackgroundMinute Maid was created in 1945 in the US and has been manufactured anddistributed by The Coca Cola Company since 1960. In Singapore and Malaysia, MinuteMaid Pulpy was launched in 2010. It it is available at major supermarkets,retailing at $XXWhat makes it special?• Naturally refreshing with real fruit juice and real orange pulp• Core flavour is orange, but available in Tropicana. Available in other variants elsewhere e.g. reduced calories, no pulpOnline presence• Global: Website, Youtube channel, Facebook
THE STRATEGYCampaign Idea: Seize the zestObjective: Aims to increase Orangina’s share of voice on social media space inSingaporeTarget audience: 18-24 years oldDuration: 1 yearApproach: 1) Participation via contest 2) Engagement via Game AppDesired results:- Increase in Facebook fan numbers and activities by 20%- Increase in Social Media Scoreboard in all areas i.e. strength, passion, reach and sentiment within a year by 20%- Increase in earned coverage and sales figures
THE APPROACH“Seize the Zest” is a two tier campaign: Engagement via Game App (one year) capitalising on its Facebook page fans Introduce a new game app whereby every player is an Orangina bottle, and their objective is to harvest enough orange to go up the ladder in the Orangina-world. Everyone starts off as a orange picker and the highest level is the French courtesan. There are 10 levels to unlock and each level gets them to move up no only the ranking but also items for them to personalise each ‘Orange’ e.g. classic, glamour, chic or funk. Tapping into its Mediterranean heritage, the game is also done in dual language as such each level also unlocks the level of French proficiency.
THE APPROACH“Seize the Zest” is a two tier campaign:Participation via Mocktail and Cocktail recipe contest (3 mths) Identify key opinion leaders among the bartender community e.g. Vince Ang, Lawrence Lee and Alvin Wong to be judges for the Seize the Zest contest. Invite blogger(s) as well as bartenders and mixologist to the media event, unveiling the contest mechanics and the judges. This will be posted in Facebook and hyped-up in blogger community. The finalist will be selected based on recipe voting on Facebook and the finals selection by the judges in a ‘live’ event. This event will be open to the public with
THE INFLUENCER RECOMMENDATIONBlogger: Leslie Tay (aka ieatishootipost)Blog, Twitter, Facebook, Forum Cubestat Klout