Bear House-warming party
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Bear House-warming party

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Baltic PR Awards 2012

Baltic PR Awards 2012
Category: SPONSORSHIP
Organization: McCann Consulting
Client: DT Mobile (Trodeks)
Country: Latvia
Project name: Bear House-warming party

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     Bear House-warming party Bear House-warming party Document Transcript

    • Category: SPONSORSHIP McCann Consulting (Latvia) Bear House-warming party DT Mobile (Trodeks) Summary DT Mobile is leading mobile devices retail seller. 35 of the company’s stores work with the brand name Trodeks. In order to refresh brand image and to increase the positive publicity it was decided to implement sponsorship project – co-financing the reconstruction of Bear House at the Riga Zoo. Three key objectives were defined: significantly increase publicity with positive brand mention; reach and engage families with children, creating positive emotional link with the brand; create sponsorship project that is supported by company’s stakeholders. Media attention was gained by creating entertaining and fun event: Bear house-warming party. In 3 days Trodeks got 2x more coverage than monthly average this year. To engage with families and children, a primary school contest was announced. 147 primary school groups participated, exceeding the planned 5 times. Communication audit was carried out to verify that relevant stakeholders would support the project. 270 000 people visit the Zoo annually and Bear House is among top destinations. Trodeks branding is visible on information board and on large poster right above the house. Assuming that 70% of visitors go to see Grieta, with a donation of 11 375 euro Trodeks has gotten quality contacts of target audience per 0.06 euro each. Situation Being a brand that is in the market for more than 10 years, Trodeks felt the need to refresh brand image and increase positive publicity. It was decided to implement sponsorship project that complies with brand personality “good old friend”. Banks, mobile operators and big companies dominate sponsorship market with huge large-scale projects, making it very hard to stand out, if allocated sponsorship budget is below 50 000 euro. Taking into account limited financial opportunities and wide target audience, Trodeks had to be wise in taking decision of investments that would gain exploitable commercial potential and contribute to the society. Objectives Three key objectives were defined for the sponsorship campaign:• Significantly increase publicity with positive brand mention in comparison to monthly average;• Reach and engage families with children, creating positive emotional link with the brand;• Create sponsorship project that is supported by internal and external stakeholders. Families with average and high income were set as primary target audience in accordance to Trodeks business goals. Teachers and headmasters of schools were selected as secondary target audience. Existing sponsorship projects and trends in Latvia, as well as abroad were researched. Strategy To chose the right strategy that would be approved by companies stakeholders interviews with business partners, experts, journalists and online survey of employees was carried out. Taking into account target audience and feedback from research, Trodeks decided to co-finance reconstruction of bear House at Riga Zoo – a place where families go, relax and interact. The strategy of the sponsorship campaign was designed in three directions:• Media attention was gained by creating entertaining and fun event: Bear house-warming party;• To engage with families and children, a primary school contest was announced. Children were invited to create greetings to the bear Grieta for her new home;• Communication audit was carried out to verify that relevant stakeholders would support the chosen sponsorship project. Baltic PR Awards 2012
    • Category: SPONSORSHIP As the criteria for the campaign were defined: the number of media coverage and content, activity of schools and support from stakeholders. Execution The execution was divided in three parts:• On 12 October House warming party was organised for winning schools and media representatives. Guests could witness the first time bear Grieta walked in her new home. Winning groups from the school presented their greetings at the event. Smart branding ensured that Trodeks appeared on media materials also visually.• 2 weeks before the launch Trodeks contacted teachers of primary schools in Latvia and invited children to participate in contest “Greetings for Grieta in the new house”. Teachers proactively used this opportunity to teach about Latvian wildlife and bears during classes. Poems, drawings, calendars, installations, songs, videos were received from 147 groups.• Stakeholder analysis was carried out in order to understand the expectations of internal and external stakeholders (clients, suppliers, partners, opinion leaders etc.) about Trodeks community investments and sponsorship projects. The overall results showed positive attitude about the support to Zoo. Documented Results 270 000 people visit the Zoo annually and Bear House is among top destinations. Trodeks branding is visible on information board and on large poster with greetings to the bear right above the house. Assuming that 70% of visitors go to see Grieta, with a donation of 11340 euro Trodeks has gotten quality contacts of target audience per 0,07 euro each. In 3 days Trodeks got 2x more coverage than monthly average this year. Launch event received 35 media publications, including all top national televisions and internet portals. 70% of publicity contained brand mention. Being named as a supporter of one of the most loved Zoo animals gave positive and personal linkage to the brand. 147 primary school groups participated in the contest, exceeding the planned activity 5 times. 87 pupils from 5 winning groups attended the opening ceremony. Survey showed that 77% of employees approved Zoo investment project. Baltic PR Awards 2012