Customer engagement per ARTIC A+ con sito, radio, social media ed eventi - IAKI
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Case History

Lancio omnichannel per Artic A+

Case History precedente
Case History successiva
Case History

Lancio omnichannel per Artic A+

Case History precedente
Case History successiva
Settore
bevande
Area
ATL/BTL, Digital, Digital, Eventi, Social
In Sintesi
Il lancio di Artic A+, una nuova modalità di consumo di Artic Vodka

Un progetto di customer engagement per il marchio Artic, dedicato al lancio sul mercato di un nuovo prodotto, il preparato per cocktail Artic A+. Una strategia di posizionamento del prodotto, in modo digitale prima, con un tour territoriale, poi.

Indietro
Avanti

Una strategia di comunicazione a 360 gradi

I tasselli della strategia: lo studio del prodotto, il benchmark, il naming, il packaging e la strategia di comunicazione. Un lavoro complesso ma sfidante, che ha visto IAKI fianco a fianco al cliente per alcuni mesi per arrivare al disegno di una strategia di comunicazione che ha previsto una strategia digitale, un tour di eventi on trade, concerti e una campagna advertising radio.

artic vodka

Primo passo: la digital strategy

Il restyling del web design del sito, focalizzando identity e contenuti sul nuovo prodotto. Allo stesso modo è stato aggiornato il canale YouTube, il mobile site e soprattutto la pagina ufficiale su Facebook. Il Facebook marketing è centrale: sezioni dedicate al nuovo prodotto e agli eventi, piano editoriale ad hoc per lanciare Artic A+, integrazione del tour territoriale on trade. Il tutto con una campagna di social advertising a supporto, finalizzata all’incremento dei fan.

artic vodka

Secondo passo: il tour territoriale

Due tipologie di attività. Un’operazione di guerriglia marketing presso centinaia di locali italiani: la distribuzione di sample di prodotto e cappelli da mago. In seguito la collaborazione tra Artic e MTV Clubbing, con il presidio di alcuni grandi concerti di musica elettronica.

artic vodka

Terzo passo: lo spot radio

Una campagna radio multisoggetto veicolata da un piano media corposo. Tre soggetti, in versione 20 e 15 secondi per una maggior copertura ed estensione temporale. La creatività ha messo al centro sia gli elementi di novità del prodotto sia la call to action alla prova, con l’invito chiaro di chiedere al barman il prodotto.

21 Luglio 2011

Canali del progetto

Pagina Facebook
Youtube
Tag
Artic Vodkacustomer engagementdigital identityFacebook marketingnon convenzionalesiti/applicazionisocial advertisingsocial media marketingtour territorialiweb design

Case History Correlate

75_artic

Customer engagement per Vodka Artic con MTV

Una partnership con MTV: 4 eventi MTV Clubbing, 1 spot tv, 100 feste in tutta Italia

Case History correlate
82_artic spot

Lancio Omnichannel per Artick Vodka

Una campagna integrata online e offline per Artic Vodka Shot & Mix

Case History correlate
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