Premiile obtinute la FIBRA #2:
- SILVER FIBRA @ Social Media
PRESENTING THE CASE
Campaign / Execution Summary
ZIZIN is the natural mineral water with a neutral Ph. It’s a brand that talks about bringing balance in life under the headline `share the peace’. In TV, we illustrate this concept by showing antagonistic animals managing to live together in peace. We wanted to take this approach and make it so that it fits online.
Given the fact that our social media fan base wasn’t huge, we tried to create a sense of community and involvement from the audience, so we needed some kind of content that demanded that users interact with it and get something in return for this. At the same time, we wanted the mechanics of the interaction to be as simple and as effective as possible.
So, we created `The Endless Day of Giraf` – the first animated series that reacts to your reactions. The basic idea is that you can choose what happens next by using Facebook reactions. It’s a cartoon about a working class Giraffe having a bad day and ending in conflictual situations with all sorts of animals from the `urban jungle`. Weather he is having an accident in traffic with a raging bull, getting trashed on by his boss, the rooster, or dealing with the jackass that always steals lunch from the fridge.
Each episode ended in a cliff-hanger where users were prompted to decide the mood of the next episode by reacting with LOVE, WOW, HAHA, SAD or ANGRY. At the end of the week the most popular reaction was chosen, and that decided how the conflict will be solved.
CONTEXT / PROBLEM/ OPPORTUNITY / INSIGHT
ZIZIN wanted to translate its brand promise - `share the peace` - in online. Thus, through our interactive content, we asked our viewers to test this claim by putting our character, GIRAF, in the most conflictual, sometimes hilarious, sometimes enraging situations. People reacted according to their instincts and it was up to our character and our brand to find a balanced and peaceful solution, even when the story seemed to go into a difficult place.
Target Group
Our core target consisted of people who were already fans of our brand page. Women, 20-50 y.o. with low and middle income who are the main decision maker in their household. ZIZIN aimed to target mothers with young children (max. 9 years). As a consequence, we strived to create family friendly content, yet educative and brand tailored something that could be enjoyed by mothers with their children.
Results
These are cumulated results of the The Endless Day of Giraf, 1st season (4 episodes), and how they relate to our brand objectives:
1. Increase awareness for ZIZIN online:
• 7,413,602 – Impressions
• 1,965,789 – Views
2. Engage ZIZIN’s Facebook fans:
• 1,986,310 - Page Engagement
• 1,985,284 – Post Engagement
• 18,289 – Reactions
INFO
Agency/Company: MullenLowe Romania
Entry Case Title: The endless day of Giraf
Brand: Zizin
Client: Ape minerale Zizin
CREDITS
Copywriter: Raul Gheba
Art Director: Valentin Ionescu
Art Director / Group Creative Director : Victor Oprisan
Copywriter / Group Creative Director : Andrei Munteanu
Account Director : Andra Panaitescu
Senior Account Executive: Cristina David
AV Manager: Ilinca Nanoveanu
Client Service Director : Gabriela Alexandrescu
Executive Creative Director : Eugen Suman
Marketing & PR Specialist Zizin: Georgiana Forsea
OTHER CONTRIBUTING COMPANIES
Media Agency: Initiative Media
PR Agency: Golin
Video / Photo Production: Popixar – Augustin Pop
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