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Categorie Corporate and Business Communication Title of campaign

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Categorie Corporate and Business Communication Title of campaign Powered By Docstoc
					Categorie:
Corporate and Business Communication



Title of campaign:

Plumber's day




short common description of the campaign::


It was unique original project for Latvia. Celebrating a plumber's day, supporting
by client Laufen CZ s r.o. Attractive activity. Celebrations for citizens (regions, to
receive more media attention): fun.
Goals: Aiming to increase JIKA brand recognition, to introduce trademark, as
close to people, soft, available to each person.
During a holiday plumbers competed in washstand pushing, making waterpipe art
compositions, a toilet bowl raising, and also transportation of girls on a toilet bowl.
However the most important event became the championship during which time it
was necessary to representatives quickly and the most important qualitatively
collect a toilet bowl, and also to connect it to a waterpipe. Achievements of
sanitary technicians were estimated by competent jury.




research work done during the campaign:
As the research shows, the brand s JIKA ir generally known to the Latvian
customers. The recognition of the brand has been increased by the advertising
campaign. Though a great part of the respondents, even if they are aware of such
brand existence, do not know where they can acquire JIKA sanitary engineering
goods. In most building material shops these two brands are not available.




strategy:




Target group: Latvian plumbers, client's business partners and specialists
(architects, designers). Goals: Aiming to increase JIKA brand recognition, to
introduce trademark, as close to people, soft, available to each person.
Research methods: personal approach - interviews with respondents, during the
event. Selection methods: grade level TG selection; respondents: 100 respondents,
age 18-74.




Results of the campaign and evaluation::




In total on the event there was 280 plumbers from Riga, Ogre, Salaspils, Bauska,
Jelgava, Valmiera, Daugavpils. Invited Media representatives: 36 persons,
attended Media representatives: 15 persons.
Indexation period: 12.08.2008 - 15.09.2008
Registered media spots total amount: internet and press -105 spots, radio -2 on-line
interviews; video: 4.
As the research shows, the brand s JIKA ir generally known to the Latvian
customers.
PR-campaign has substantially increased the recognition of the JIKA brand not
only in Latvia, but also abroad.