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Oreo...gruppo

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Oreo...gruppo

  1. 1. OREO“Il biscotto preferito dal latte”<br />
  2. 2. Analisi Azienda Saiwa<br />Nasce nel 1900<br />Registrata come S.A.I.W.A nel 1920<br />Fondata su valori come :<br /><ul><li> Unicità
  3. 3. Qualità
  4. 4. Tradizione
  5. 5. Innovazione
  6. 6. Credibilità</li></li></ul><li>Analisi Prodotto<br />Icona culturale in America<br />Nato nel 1912 <br />Riconosciuto come il biscotto più amato dal mondo <br />
  7. 7. Arrivato in Italia nel 2008<br />Dal carattere deciso e versatile<br />Momento di puro relax<br />Vantaggio competitivo:<br /> Consumo abbinato all’uso del latte<br />
  8. 8. Piano di Comunicazione<br />Campagna focalizzata su due modalità:<br />Sostenere il lancio della nuova campagna di comunicazione e avviare la comunicazione del prodotto<br />Sostenere e promuovere la comunicazione in linea con gli obiettivi dell’azienda<br />
  9. 9. Target<br />Famiglie con bambini in età scolare<br />Adulti che desiderano riscoprire le tradizioni di un tempo <br />
  10. 10. Obiettivi<br />Incrementare la notorietà di Oreo<br />Costruire la personalità di Oreo<br />Avvicinare alla merenda Oreo target consolidati,attraverso la forma del "rituale" con il latte<br />Avvicinare nuovi target al consumo del prodotto<br />
  11. 11. Concept e Teaser<br />“Il biscotto preferito dal latte”<br />Cartoline, ideazione e creatività di un supporto cartaceo che è stato veicolato assieme al "materiale ludico”<br />Ricerca e individualizzazione materiali in linea con il prodotto che incuriosiscono i consumatori<br />
  12. 12. Media Relation e Target<br />Costruire, promuovere e consolidare i rapporti con la stampa<br />intensa azione di ufficio stampa su tutte le testate in target<br />Testate familiari e rubriche news delle principali testate giornalistiche<br />
  13. 13. Comunicazione <br />30 Marzo al 3 Maggio 2008 on air il primo flight della campagna creativa<br />Veicolato sui media, tv <br /> (reti Mediaset e satellitari Sky) web e con attività di store<br />
  14. 14. Obiettivi di comunicazione<br />Diffondere il valore aggiunto del prodotto e aumento della visibilità<br />Generare complicità e simpatia<br />Stimolare l'effetto passaparola: è "giusto" per me, per te, per tutti<br />
  15. 15. Analisi media <br />Televisione<br />Emozione che regala Oreo nel momento della merenda<br />Divertirsi, stare insieme, tornare bambini anche solo per un attimo<br />
  16. 16. Internet<br />Banner <br />Apparizioni splash<br />Teaser<br />Anticipazione del claim: <br /> “Il biscotto preferito dal latte”<br />
  17. 17. Pubblicità Alternative<br />Entrambe hanno la funzione di modificare il comportamento d’acquisto:<br />car-advertising<br />pubblicità sui carrelli <br />
  18. 18. Radio<br />Motivo di ricordo<br />Bersagliare più volte nel corso della medesima giornata l'ascoltatore<br />Attraverso la melodia dello spot, ricordare i valori trasmessi<br />
  19. 19. Calendario Uscite <br />
  20. 20. Packaging e distribuzione <br /><ul><li>Packaging vintage nel 2008
  21. 21. Tre pratiche confezioni:
  22. 22. Formato salva freschezza
  23. 23. Stick
  24. 24. Barattolo mini Oreo
  25. 25. Colori bianco e blu
  26. 26. “Apri-Chiudi”
  27. 27. “Oreodirectline”</li></li></ul><li>Curiosità<br />Come mangiare un Oreo<br />Like<br />Nella forma e nel colore<br />
  28. 28. Dipendenza dagli Oreo<br />La magica ricetta<br />
  29. 29. <ul><li>Film</li></ul>Il salvataggio dell’Oreo<br />Gadget <br />
  30. 30. A cura di:<br />De caro Fabrizia<br />Di Cesare Federica<br />PagliariNoemi<br />Pirandola Arianna<br />Ruggini Alice<br />

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