FFCreation Sp. Jawna Chorągwii Pancernej Warsaw WINIARY

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1 WINIARY Loving by cooking 1 INTEGRATED & INTERACTIVE CAMPAIGN IN A CONSUMER PROMOTION CLIENT: BRAND: TYPE OF THE PROJECT: Nestle Poland Winiary consumer promotion using integrated campaign, in which - through different communication channels - one coherent idea is fulfilled NAME OF THE PROJECT: MEDIA: Loving by cooking Internet, mobile, ATL, BTL, field marketing RANGE OF SERVICES: TARGET GROUP: Development of competition s mechanism and rules of the consumer promotion; Creation of dedicated website Preparation of the script and supervision over the television commercial production; Preparation and production of radio commercial The press campaign (version for consumers and version for tradesmen); Internet campaign; Preparation of POS. Ambient proposals Women, years old; Running their own household of min. 3 people; Cooking for their families few times a week; Family is most important value - they express love and care by cooking for them; Eating together is very important it helps to strengthen family bonds; They seek appreciation for their cooking.

2 01. Introduction: WINIARY Loving by cooking The slogan Loving by cooking was employed in each of the integrated aspects of the campaign prepared by FireFly Creation agency. On 1st of January 2009 consumer promotion covering all of WINIARY products has been launched. The slogan of action Loving by cooking has been used in all integrated actions prepared by FireFly Creation agency ( All of marketing channels used by us were conjoined by one message: we cook because we love our family. Also for the family - not for ourselves - we win prizes in the action. The heart-shaped logo Loving by cooking appears on all of advertising forms and some WINIARY products (also in TV commercials of particular products). Love and loving are especially visible in television commercial with main heroines closing declaration I love my family. 02. Consumer promotion 2 The idea of the contest: To take part in the contest one must buy any 3 WINIARY products at one time, keep proof of purchase of products and fill in the contest application correctly. Applications can be made in 2 ways: by sending a sms WINIARY to indicated number or by sending products codes cut-out from packages to the promotions P.O.BOX. Every application equals one chance of winning. During promotion - since 1st of January to 29th of March prize draws are foreseen. In each draw there is one main prize - Opel Zafira, 10 second-degree (LCD 40 television set and Sony Bravia home cinema) and 50 third-degree prizes (digital camera Sony Cyber Shot DSC W170) to be won. Draws are carried out on specific dates stated on the dedicated website. With this promotion we want to give our consumers a hint how they can show their relatives even more care and thoughtfulness. By buying WINIARY products they have an opportunity to win something important/useful for the whole family and something, what all could enjoy.

3 Website Microsite was created as a customer promotion support. Its main task is to inform about the lottery itself, to explain rules of the game, present prizes and - with time- also winners of each prize draw. One can get to microsite by typing the address into the browser or by clicking on one of the advertising forms created within the on-line campaign. 3 We focused on simplicity and functionality of the website, at the same time remembering to keep the graphic design consistent with the key visuals of rest of the campaign. Above all, we wanted to describe precisely the mechanism of the competition and to give clear description of rules of participating in the lottery. We laid stress on attractive presentation of prizes and after each draw we will put information about the winners of given lottery stage. While laying stress on simplicity and functionality of the website, we didn t forget about the visual impressions. Proposed layout corresponds with the visual identification of WINIARY brand. On the other hand its climate enhances such brands values as family, love, joy from prizes won for and with the thought of the family, as well as cooking for it and common meals.

4 03. ATL actions - press, radio, television Consumer promotion was supported by wide range of ATL actions. We ve prepared television and radio commercials, which promoted key slogan of WINIARY lottery. In newspaper advertisements we used visual from television commercial and we graphically referred to contests microsite layout. In preparation of all forms we laid stress on emphasizing family ties and emotions connected with preparation of the meal for the family, which are characteristic for the brand. The campaign was supported by ATL advertising which included the most popular TV stations and top tear publications. 4 Television and radio commercials covered all of the greatest national TV and radio stations. Media plan anticipates transmission of commercial, among other, in such stations as TVP, Polsat, Polsat 2, TVN, TVN 7, TVN Style and Animal Planet. Radio spot appeared in ESKA, RMF FM & Radio Zet. Newspaper advertisement was prepared in a way so it may be published in feminine as well as marketing press and news-sheets published by hypermarkets and shopping centers.

5 agencja BTL actions promotion in shops For promotion needs special shop displays were designed, which stimulate exposing WINIARY products and deliver a message about the action and of course the range of prizes :). We also prepared promotional packaging of chosen products of the brand and projects of other POS materials, i.e. by -shelf stoppers, hangers, wobblers or headers. The client planned also such actions, as to carry out sales animation in networks of shops Carrefour, Real and Tesco. On the turn of January and February additional activities in shops are planned, which will support the action. We proposed to our client, that people buying in chosen supermarkets at least 3 WINIARY products could receive specially designed by us, ecological shopping bag promoting logo of the action. 5 Promotional packaging and POS materials helped support the campaign at points of retail.

6 05. Action summary Promotional packaging and POS materials helped support the campaign at points of retail. Consumer promotion slogan Loving by cooking reflects umbrella idea of the integrated campaign containing internet actions, ATL, BTL and field marketing. Project fulfilled for WINIARY is an excellent example of integrated and interactive campaign, in which through different channels of communication one coherent idea is realized: Loving by cooking, actively involving consumers emotions. 6