Premiile obtinute la FIBRA #2:
- BRONZE FIBRA @ Use of Traditional Media
PRESENTING THE CASE
Campaign / Execution Summary
VEKA is a global producer of PVC systems for doors and windows, known for its high quality products, which are always A Class. The thing that sets VEKA apart from competitors is the fact that their profiles have a lifespan estimated at 50 years. It might be a lot, but people nowadays are basically blind to a number on a piece of paper full of technical stats. So, we wanted to convince people that 50 years is a ridiculously long time. By creating a product that lasts as long as VEKA profiles. This is why we developed THE 50-YEAR CALENDAR - The longest, heaviest wall mounted calendar ever. It measures 2 meters, counts 18.256 pages and weighs around 31 kilograms.
We launched the campaign by featuring the 50 YEAR CALENDAR in two different online videos, both of which presented the daily life of Mr. Munteanu, a quirky character who is the lucky winner of this peculiar prize. While showing how this calendar impacted his family’s life, we get to present features of our product, like shock resistance and soundproofing, in a way that integrates into the daily life of the character. The videos were backed up by other Social Media, like Facebook and Instagram, and web banners as well.
We created a landing page and in it we placed a digital version of the calendar, in which we hid an 1000 Euro prize for the person bored enough to click 18256 times to reach the end. It was won in two days from the campaign launch.
Then we turned the calendar into a direct mailing; by sending it to a blogger who just proposed to his partner, as „a little gift” to prepare them for a lifetime together and thus we generated more content in the form of blog posts and word of mouth about the video.
Then we used the calendar as an indoor media by placing it in an art gallery and featuring in public events.
Context / Problem / Opportunity / Insight
In order to demonstrate that VEKA’s products pass the test of time while raising awareness and to get to the right potential clients for reaching our leads objective, we designed a creative strategy which serves these means.
Our brand has a clear differentiator: durability.
In the PVC category that tends to get into specific details, durability is just another technical spec.
COMMUNICATION CHALLENGE: Show the durability as an outstanding feature.
In a category in which the consumer faces the boringness clutter, VEKA aimed to make durability a feature that the consumer can relate to and understand.
SOLUTION: VEKA breaks the category rules by turning technical attributes into an unconventional physical manifestation.
Given the fact that internet users are extremely selective and have a short attention span, VEKA added two more ingredients: a wow effect and an-internet-approved-format.
CREATIVE IDEA: VEKA introduces the 50 year calendar
We created a product: a 50 year calendar day by day, wall mounted calendar. This wasn’t just a conceptual idea, we really produced it as a physical product: it is 2 meters long, counts 18.256 pages and weighs 31 kilograms. This is what got us the “wow-effect”. VEKA placed the calendar in offline for a boomerang effect.
Yet we needed another ingredient to build a powerful story online. A very expressive video format, the mockumentary, which gives us the opportunity to be both entertaining and present a `slice of life`. In our two video executions we introduced the Munteanu family. Their camera shyness and innocence make them funny just to watch at, but in their story they talk about the product: they praise German quality, safety and long-lasting solutions and they are shown as loyal VEKA clients.
We choose the online approach because we wanted to disrupt the search pattern of someone researching what PVC profiles to put in their home. After hours of looking at pdf documents full of technical stats, it can be refreshing to find a funny piece of video, which tells you what you need to know about the product you want: It lasts a lot and its top quality.
Our main objectives were:
1. Increase the brand awareness and favorability for VEKA.
2. Create engagement and generate interactions with consumers:
3. Generate quality leads
Target Group
On a macro level, we were interested to reach men over 25 who have a higher income than the average population and with the mind-set that their house is a long term project, for instance: George, he is 30, married and looking to improve living. He wants the best for his family and he is keen on improving his home.
When it comes to PVC system they document online. They spend hours searching the best solutions that meet both technical and aesthetic requirements. Whenever they go through this process they have to go through so many technical specs that you need a college degree to fully understand them. The communication is focused on presenting product specifications which focus on hard, cold data that tend to kill consumers’ enthusiasm, when the consumer only wants to know if the product is good and that it is going to last. To sum up, the category doesn’t make it any easy for the consumer. In terms of creative executions, ads are placed in restrictive mediums like web banners and landing pages which are ”coded” in a professional language, restricts the understanding of details for a consumer who’s illiterate in engineering.
Results
The following results refer to August-September campaign period. This is how they relate to our objectives.
1. Increase the brand awareness and favourability for VEKA.
> 15.000.000 cumulated impressions (Facebook & Google Display Network) (source: Facebook Insights and Google Analytics)
> YouTube: achieving a reach of over 2.600.000 of consumers; 1.400.000 of views (Youtube Analytics)
> Facebook: achieving a reach of over 650.000 of people; (Facebook Insights)
> INSTAGRAM: over 6,500 impressions @VEKA Romania page (Instagram Insights).
2. Create engagement and generate interactions with consumers.
Engagement was a powerful indicator to us, as it is the next step to lead. Our expectations related to the Munteanu’s family story in terms of viewership were: +30 seconds on Youtube and Facebook, around 15K reactions on Facebook posts.
> Youtube: We had a view time 5 times bigger than we expected, we aimed for more than 30 seconds and we managed to have a time of:
2:43 minutes was the average time the users spend watching the first video (source: Youtube Analytics)
2:37 was the time the average time users spend watching the second video (source: Youtube Analytics).
17% of viewers watched the movies at their full length: over 4 minutes (Youtube Analytics)
> Facebook: Over 38,207 interactions – positive reactions, comments, shares. Over 80.000 viewers watched it over 30 seconds; (source: Facebook Insights).
3. Generate quality leads
893 quality leads generated in 2 months. We quadrupled the number of monthly leads during our campaign. (August: 469 leads + September: 424 leads = 893; average leads per month = 128)
(Source: CRM platform data, campaign period: aug-sept. 2017).
Additional results:
Over 45 posts in social media about the campaign, published by the partner endorsers and other bloggers, with over 837 organic interactions; (source: client data).
Over 30 PR materials generated, 19 articles about the campaign promoting the videos (source: client data).
INFO
Agency/Company: MullenLowe Romania
Entry Case Title: The 50 years calendar
Brand: VEKA
Client: VEKA Romania
CREDITS
Art Director / Group Creative Director: Victor Oprisan
Copywriter: Raul Gheba
Art Director: Valentin Ionescu
Copywriter / Group Creative Director: Andrei Munteanu
Account Director: Andra Panaitescu
Senior Account Executive: Cristina David
Client Service Director : Gabriela Alexandrescu
AV Manager: Ilinca Nanoveanu
Executive Creative Director: Eugen Suman
Marketing Manager VEKA Romania: Alexandru Oancea
OTHER CONTRIBUTING COMPANIES
Digital Agency: MullenLowe Profero
PR Agency: Golin
