CHUPA CHUPS TO SCHOOLS

CHUPA CHUPS
TO SCHOOLS
case study of company LOGIK, s.r.o.
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CONTENTS
WE UNDERSTAND THE ACTUAL NEEDS OF OUR CLIENTS
WANT MO RE FROM YOU R PRI NTI N G H OUS E
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COMMUNICATION
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THE ASSIGNMENT
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AN UNCONVENTIONAL SEGMENT
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IN ACCORDANCE WITH…
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SOLUTION
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RESULTS
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CONTACTS
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w w w. l o g . c z | contents
„The campaign Chupa Chups to schools which
had been organized for us by LOGIK exceeded
our expectations. Thanks to a creative mechanics
and well-chosen, attractive prizes, hundreds
of schools joined in and the result was fantastic
outputs promoting the Chupa Chups brand.
On a thousand of schools in both the Czech and
the Slovak Republic, the students worked with
our products on their own volition. The result
is a brand activation with an incredible impact.”
Katarína Fiantoková,
Regional Brand Manager ČR/SR, Perfetti Van Melle
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THE ASSIGNMENT
CRAFTING
A GOODWILL
OF A PLAYFUL
AND FUN BRAND
FOR THE YOUNG.
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w w w. l o g . c z | communication
The goal of the Chupa Chups brand activation
was to address the target group in a creative
way so that a goodwill of a playful, fun brand
for young that has a relationship to music would
be crafted.
That’s the reason why the brand joined forces with
music stars: in the Czech Republic, the main puller
was Ben Cristovao, in Slovakia it was rapper
Majk Spirit. The main prize in both countries was
a concert for the whole school.
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AN UNCONVENTIONAL SEGMENT
EVERYDAY, THE STUDENTS
OF ELEMENTARY SCHOOLS
AND HIGH SCHOOLS
ARE TARGETED BY MANY
ADVERTISEMENTS…
Respectively, their parents. This is a segment where
the success or failure is decided even by the
apparent details: the phone you own, the games
you play or what sweets you like the best.
That’s also the reason why it is not an easy task
to push through in the overflow of products
targeted at teenagers. An effective way is to come
up with an unconventional advertising campaign
that will pull the target group into action.
So we came up with an attractive solution.
For students, schools and the client.
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w w w. l o g . c z | an unconventional segment
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IN ACCORDANCE WITH…
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vylet!
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MEGAPARTY
S BENEM
Možná právě díky
vaší třídě skončí
školní rok ve
The client’s priority was for the activation
campaign to take place in accordancevelkém
with the stylu! Stačí, když
z Chupa Chups obalů
School Act which requires for the advertisement
to be in accordance with goals and content
vyrobíte cool plakát
of education. Supporting creativity of class groups
s hudební tematikou.
and individuals in schools fulfils this definition
Autoři toho nejlepšího
unambiguously.
získají
The participants received a theme for an
art mega party
s Benem
project using wrappings from the Chupa
Chups pro celou školu!
products. The coordinators were the class
A nejen to.
teachers themselves, the activity was approved
by the school’s principals as well, so that
all the requisites of the School Act and2014
ActDereck Hard
on Advertising were met.
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w w w. l o g . c z | in accordance with…
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SOLUTION
NA
T
I
S
E
T
during the time when the fight for limitation
E
Z
U
M
E
S
A
of promotion and sales of some snacks in schools
RID
T
A
N
Z
E
t
T
r
u
I
l
in the Czech Republic was at its peak. That’s
e
V
c
o
n
k
S
o
k
U
O
Y
l
N
e
A
why it wasn’t easy to persuade the teachers that
NADUP RISTOVAo prO c
joining in the competition was appropriate and
1 BENA C
to persuade them of the benefits for the pupils and
let
Y
v
I
N
D
I
r
t
students which would then have a positive effect
a
2 40 000 KC n
on popularity of the teachers.
What’s more, the competition was planned
3
kolnI t
S
i
n
e
v
a
b
y
v
a
n
C
80 000 K
elocviCnY
SINCE THE TEACHER AS THE CLASS
COORDINATOR IS THE ONE WHO
WILL TAKE ITS GROUP TO THEIR
DREAM CONCERT, A NEW GYM
AND AN ATTRACTIVE CLASS OUTING.
Z
.C
s
p
u
h
c
a
p
u
h
.c
w
w
w
a
n
E
vIc
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CREATIVE
MECHANICS
FIGHT FOR
THE STARS
Some types of competition mechanics don’t
fit into a school environment. This is the case
of a performance competition, for example, which
consists of awarding the one who will consume
the most during a certain period.
Even though both national stars were the main
puller of the Chupa Chups competition, their
concert wasn’t the only part of the major prize.
Conversely, the creative mechanics which supports
a longing in the target group to create something
valuable, is an ideal tool for presentation
of brands in schools.
In the case of Chupa Chups, a simple, but all
the more effective model was chosen. Class
groups received the task to, under the guidance
of their teachers, create a poster with a music
theme (Czech Republic) made out of Chupa
Chups wrappings, alternatively, to make a cover
for the new CD of Majk Spirit (Slovakia).
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w w w. l o g . c z | solution
Another prize for the winning class was
the financial contribution of 80,000CZK for
the reconstruction of the gym or its equipment.
The winning class also got to go for a cool trip
worth 40,000CZK. The classes in 2nd and 3rd
place went for a trip worth 15,000CZK.
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EXECUTION
Apart from the competition itself, LOGIK designed
the whole execution of the campaign. At first,
it was necessary to get the school principals
on our side. They received an information letter
with the explanation of the mechanics and goals
of the competition along with a description
of specific benefits for the schools involved.
Together with the letter, they also received
leaflets for the students.
In Slovakia, in cooperation with the company that
handles advertising media at elementary schools
and high schools, a poster campaign took place
as well, with the aim to include as many classes
in the competition as possible. As the results show,
the selected communication channels, along with
attractive mechanics, registered a grand success
and they confirmed the erudition of our company
in designing communication campaigns.
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w w w. l o g . c z | solution
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RESULTS
The bet on stars, on other attractive prizes,
creative mechanics and involvement
of the collective spirit worked both
in the Czech Republic and Slovakia.
Collecting wrappings and their reshaping into
perfect works of art at once became a pastime
for a thousand of schools in both countries for
a month.
The jury had a particularly tough job in selecting
the best ones, the works, that would be prized.
After all, it was from first years from elementary
schools to last years from high schools competing
between each other.
And the quality on both ends of the age spectrum
was fantastic.
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VOX POPULI
“The competition which we had decided to join
in April, was from the Chupa Chups company.
The idea came from students of several classes,
but the 8th A had been the one to go for it.
From the TV and the website, they found out
the rules of the competition: To send a poster
with a music theme made out of Chupa Chups
wrappings. At first, they announced a collection
of wrappings of Chupa Chups products. Which
means that they advertised their activity on the
school radio, on Facebook, they had placed
a collection box and billboards in school’s
foyer and this way, they involved all the students
of the school in the collection. At the moment
when it became clear that there would be enough
material to create the competition poster, they
started with the design. It was clear that the poster
will not be made by all of them and that’s why
4 students from the class agreed to work together:
Sára Sikorová, Miroslava Urbánková,
Aneta Fedičová and Dominik Džurina.
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w w w. l o g . c z | results
In art class, they prepared the design, and then
began the circle of getting up at seven and
staying after school so that they could finish their
work in time. For two weeks, even the classmates
from other classes could watch them at work and
support them. During the whole week, we took
pictures and filmed, and Mirka Urbánková then
put all the documentation online. Part of the whole
video is also a thank you to everyone who helped
to collect all the material.
I appreciate that the competition led the students
to promote what they do, to communicate
between each other and with the teachers,
it motivated them to inventiveness, endurance,
cooperation and dedication.
On behalf of the active team
from the 8th A, the supporting class teacher
Mgr. Lenka Pastirčáková”
Source: Orlovské noviny, 12. 5. 2015
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FOR FURTHER DE TAILS,
PLEASE CONTACT US:
LOGIK, s.r.o.
Pod Šancemi 4 | 190 00 Praha | Czech Republic
tel.: +420 270 004 398 | e-mail: marketing@log.cz
www.log.cz
IČ: 25748483 | registered in the Czech Registration Office at the Municipal Court in Prague – odd. C, vl. 66683