Amigo – Real energy, not just words

Amigo – Real energy, not just words Information Campaign: Real energy, not just wordsBrand: AmigoClient: Strauss RomâniaSubmitted by: McCann Worldgroup RomâniaSecond Agency: MRM Worldwide RomâniaMedia Agency: Starcom MediaVest Background/Objectives Strategy Results Background/objectives: Amigo had seen penetration and relevance decline due to a changing competitive landscape: wasn’t able to keep the pace with the younger Nescafe and needed to rebuild equity. Strategy: Amigo created the “Real Energy, not just words” platform: stories on TV and Online that illustrated those people who are always on the watch. Results: The campaign reversed the brands’ decline: increased value market share with 20% taking back leadership of the instant coffee category; brought back Amigo’s iconic perception as the energy expert by almost doubling the “It energizes me” attribute. TV Baker Driver Reporter Online Pilot Facobook App Print MetroImagePage – No name girl RunningMagazine – The Athelete Web Banner Banner back to winners