Description
AGENCY: IDN Italy
CLIENT NAME: DIAGEO – BRAND UNICUM
BRIEF
It ‘a few years suffering and the current slight recovery.
It is among the spirits that have the highest level of spending in ATL.
In this scenario Unicum has grown to competitors, especially in market share between the bitter bitter bitter.
The strengths of Unicum are:
– The personality associated with its liquid
– its iconic bottle
Objectives of the brand:
– Modernization of the image
– Strengthen the involvement of the Adorers of the brand
STRATEGY
Creation of a campaign based on the disclosure of the Call to Action:
Greatly increasing the level of consumer interaction with the website of Unicum
Preparing the ground and making them aware of the triggering event and promotional PR “Character Unicum”
RESULTS
Database grew by 50% vs. 2013
People active in the club Unicum grew by 70%
Unicum Ambassador program participants 10% vs Club Unicum
500 participants at the event, of which 20% Club members, who tested the experience Unicum
CAMPAIGN ELEMENTS