Zizin - Giraf's Endless (Holi)day
Campaign: Giraf's Endless (Holi)day
Brand: Zizin
Client: Apemin Zizin
Submitted by: Mullen Lowe România
Contributing Agency: Initiative
Background/objectives:
Brand stature, fragmentation, difficulty to differentiate, big investments in media & distribution - all these factors place bottled water among the toughest categories to play in. Especially for family businesses like Apemin Zizin, competing against corporate giants (Dorna) or heritage icons (Borsec).
Strategy:
To boost brand vizibility and sales off-season, Zizin designed a communication campaign around Facebook Reactions feature: Giraf's Endless (Holi)Day - a 4-episodes cartoon series about a working class giraffe having a bad day, with open ending.
Results:
Quality engagement with consumers. Incremental increase in sales.