norisi savaime cili

Slide 1: you just want it čili brand image campaign

Slide 2: what do you want? • Essence of the campaign: the brand talks about ordinary wishes that people encounter every day. • The aim of the campaign was to involve the consumers themselves, to let them become direct participants in the campaign, with the advertised brand and slogan \"participating\" in their lives. The wider target audience is segmented carefully choosing channels and messages: when a consumer sees the ad, it talks about the same thing that he was just thinking, something that is quite topical to him at that moment.

Slide 3: press • “less advertising :) you just want it” ad in some national press, where every second page is filled with advertisement.

Slide 4: press • Ad in men’s magazine FHM: “long legs :) you just want it”. Phrase in the article box: “A good fuck has nothing to do with family and love (...).”

Slide 5: press • Ads in national and regional press with a wish that matches the topic of the rubric: a warm weekend, a dream job, to know a lot, a sunny morning, to feel great, good news, to escape from routine, a successful deal, well-pointed throws, 15 more minutes of sleep.

Slide 6: outdoor • Outdoor advertising, with wishes changed regularly according to location and topicality: “green light :) you just want it”.

Slide 7: outdoor • “to be No.1 :) you just want it.”

Slide 8: indoor • In “Čili” restaurants, pins with various wishes were given away to customers. Also, a wishes contest was held encouraging people to express their wishes.

Slide 9: reaction • Outdoor advertising was noticed by media (webblog zudykreklama.lt): “world peace”; “to fly:) you just want it”.

Slide 10: reaction • ...the consumers involved in the campaign by adding graffiti wishes: “flowers for mom!”

Slide 11: reaction • Such consumer enthusiasm generated media attention. Graffiti wishes: “to help Estonians”, “BC Ryta’s victory”.