TUC invades internet

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online campaign by Cohn & Jansen JWT

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TUC invades internet

  1. 1. TUC GOES ONLINE Big time!
  2. 2. Starting point <ul><li>This case study is about the launch of the Kraft biscuit: TUC in Romania. </li></ul><ul><li>Client brief: Generate buzz on the Romanian internet. </li></ul><ul><li>Mandatory: keeping the ATL characters (black and white) and the brand promise: Don’t grab anything we can eat, choose TUC! </li></ul>
  3. 3. OVERVIEW <ul><li>In just 2 months, TUC has become one of the cool brands on the Romanian Internet, with the bigger CTR ever in Romania (online banners). </li></ul><ul><li>The internet users responded very well to TUC’s dialogue proposal and we have build the basis for a further successful communication. </li></ul>
  4. 4. TIMING <ul><li>TUC went online with a teasing campaign, starting with 3 rd of March. The reveal came 2 weeks later, together with TUCizatorul, (Facebook application) and Facebook page. </li></ul><ul><li>The communication continues even now, without media or other type of support, due to it’s viral characteristic. </li></ul>
  5. 5. CONCEPT <ul><li>TUC characters are invading the cool side of the internet while they carry the brand message “Don’t eat anything you can grab, choose TUC!”. </li></ul>
  6. 6. TEASING: biggest CTR ever in Romania! <ul><li>The teasing campaign recorded one of the highest CTR rates for a mass-market brand. In fact, we don’t know of a similar case, or even a close one. </li></ul><ul><li>Avg CTR TUC banner: 12%! (up to 24%) </li></ul><ul><li>Avg CTR banner campaign RO: 0.2%! </li></ul>You can play with the banner here
  7. 7. TEASING: Traffic on site in only 2 weeks! This website is no longer online – the teasing is finished by now.
  8. 8. REVEAL <ul><li>In the reveal phase, we changed the banner with a branded one – logo and message. </li></ul><ul><li>We introduced the TUCizator – a cool and friendly Facebook application that has been used over 18.000 times since launch. </li></ul>
  9. 9. REVEAL – Again, big numbers! <ul><li>The new banner even though it was branded, had an amazing click rate: 13%. </li></ul><ul><li>In other words, TUC banner is over 50 times more trusted or appealing than the average . </li></ul>You can play with the banner here
  10. 10. REVEAL – invazia.ro <ul><li>In this phase, the website become less important. The new banner pointed to the Facebook application, instead of invazia.ro. </li></ul><ul><li>Still, 10.884 people have visited the website. </li></ul>You can see the landing page here
  11. 11. FACEBOOK APPLICATION <ul><li>561.574 users have reached the landing page!!! </li></ul><ul><li>+18.500 characters </li></ul><ul><li>34.862 content shared (content generated by the application and shared by the users, including the characters that appear on the wall of the users) </li></ul>You can see the FB application here
  12. 12. <ul><li>+2100 fans – all organic! No ads for fan-base growth. (in only one month) </li></ul><ul><li>+15.000 page views </li></ul><ul><li>4298 active users (people who interacted or viewed pages and posts) </li></ul><ul><li>68.630 post views (total number of views of all posts on the Wall) </li></ul><ul><li>Fact: the users started to interact with the brand by themselves. </li></ul>FACEBOOK PAGE You can see the FB page here
  13. 13. Thank you!

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