Case Study: Blic Žena
New female magazine
TV Spot
City transportation
Billboards
Brief
To launch new female magazine into the highly competitive evironment
Generate hight trial level within the first month of the launch
Timing is crucial - the competition will defend its positions agressively
Key findings and strategy
Target audience - heavy TV consumers, challenge is to attract and hold their attention:
- Daytime TV used as a background for other activities - cooking, ironing gossip...
- Prime Time/Late Night + careful selection od Daytime
Middle/Low income, they use public transportation to work, having nothing else to do, when
highest attentiveness can be achieved
- Out of home vehicles, e.g: public transportation (outdoor and indor), billboards...
Results
Client expectations were circulation of 200.000
Circulation realized was 400.000 sold copies and 850.000 readers within only 2 months!
Case Study: Peugeot
Forget about VAT
Brief
To advertise the unique sales advantage for buying Peugeot during the Car Fair
To sell at least 2000 vehicles during the Car Fair
Limited budget for media, only daily newspapers and radio included
Key findings
Highly competitive environment: key players active at least two weeks before The Fair
Car ads clutter in daily newspapers
Targeted consumer segment: urban men/woman 25-55, middle/high income and low attentiveness,
trend followers, spend lots of time away from home, challenge is to attract and keep their
attention
Strategy
In order to gain attention we suggested to put the teaser stripes with key messages at the
covers of the dailies and the ad at the commercial page of the newspapers, standing out from
competitors ads.
Results
Cover pages - Peugeot's property!
High visibility and attention achieved
Message clearly delivered to TG
Expected sales results achieved in synergy with PR/BTL campaign
Case Study: Kotanyi
Spice the domestic
City transportation
Newspapers
Brief
Position Kotanyi spices within the strong local competitive environment market with strong
local spice brands.
Increase sale
Limited media budget, only print media and Bus Indoor
Key findings
Very competitive environment, well-established domestic brands with affordable price
Kotanyi - present with wide range of different spices
Typical consumer: women 22-55, average to low income, users of domestic brands; however,
not quite familiar with usage of wide variety of spices
Strategy
Continuous presence in weekly magazine "Blic Žena" with one stripe, but within the pages
about domestic cuisine, each time with different Kotanyi spice and its usage
To position Kotanyi spices to stand out from the competition and to be connected to
domestic cuisine
Results
Kotanyi spices were dominant in female magazine with highest rating
Complete connection to the topic resulted in high target audience's attention with clear
message delivery
Expected sales result achieved
