Antrefrig – The Piglet Voice

Antrefrig – The Piglet Voice Information Campaign: The Piglet VoiceBrand: AntrefrigClient: Hame RomâniaSubmitted by: Graffiti BBDOSecond Agency: GMP PRMedia Agency: Havas Media Background/Objectives Strategy Results Background / objectives : To stop slowly decreasing sales and regain previous market shares Strategy : What do you do whan you start to lose matches ( read market shares ) and the other competitors have budgets 3 times bigger that you? Think football: you activate your twelfth player – the supporters! That’s exactly what Antrefrig did by organizing the biggest digital voice casting in Romania and inviting the fans of the famous blue piglet to shout FICAT-FICAT in his place. Results: 6 weeks ( and 3034 uploaded voices ) later and in a very unfavorable market context Antrefrig raised 1,4 % in market shares while its competitor, Ardealul , lost 1,8 % – the match was won ! TV 1_Announcement Spot (Antrefrig) 2_Fans Voices 1 (Antrefrig) 3_Fans Voices 2 (Antrefrig) Online 1_Online Mechanism (Antrefrig) back to winners