One of our favourite clients, COOP Jednota, has a tradition of organizing an Easter competition for their customers, and they gave us an assignment for the campaign. We wanted to avoid traditional clichés, yet keep the Easter theme. We thought so hard about the assignment that our heads were steaming. And that’s when it clicked! Easter isn’t just about eggs, it’s also about smoked produce. We got into the head of the simple shepherd’s apprentice and the idea for a TV advert where a sauna is mistaken for a smokery was born.
The campaign also included the Easter Shopping online competition. The shepherd and his apprentice had a new video ready on the microsite every day, giving participants a list of products for virtual shopping. Those who remembered the list correctly and ‘bought’ everything would enter a draw to win prizes.
As usual, the campaign included print adverts, POS and a radio advert. And as if there wasn’t enough online content, we also set up a live stream from the sauna. People could remotely guard the sausages, bacon and other goodies being smoked. As soon as a hand came into view to snatch something, people let us know. COOP Jednota rewarded them for it.
The success of the campaign was also shown in a survey by NMS Market Research. In its survey of a sample of 1,000 respondents, our Easter advertising turned out to be the most popular in the given period. Find out more in this article.