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CATEGORY A – STRATEGIC USE OF MEDIA MIX Entry title: Gorenje Ora Ito and Go Design Advertiser: Gorenje GTI, d.o.o. Entry maker: Pristop d.o.o. Ora Ito. What is it?. New kitchen appliances designed by Ora Ito: Cool Minimal Trendy Multufunctional Reasonable price Quality
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CATEGORY A – STRATEGIC USE OF MEDIA MIX Entry title: Gorenje Ora Ito and Go Design Advertiser: Gorenje GTI, d.o.o. Entry maker: Pristop d.o.o.
Ora Ito. What is it? • New kitchen appliances designed by Ora Ito: • Cool • Minimal • Trendy • Multufunctional • Reasonable price • Quality • http://www.gorenje-oraito.com/
Ora Ito. Why? Design today: • Basis for every successful product. • Not only for rich people. • Available to everybody (H&M, iPod, IKEA). • “Demokratic design”
CLIENT’S WISH PREPARE AN EFFICIENT CAMPAIGN WITHOUT USING TV ADS, JUMBO POSTERS, WITH LITTLE USE OF PRINT ADS – LET’S FOCUS ON BELOW THE LINE ACTIVITIES AND SAVE SOME MEDIA BUYING MONEY THAT WAY.
Ora Ito. For whom? SINGLE OR COUPLES YOUNG FAMILIES ARCHITECTS AND INTERIOR DESIGNERS
Relatively young Have a good job or parent’s financial backing Live in an rented apartement Apartement is a synchronised with their personality Primary value: to be different Touch points: Daily internet users, very interactive (blogs, chats) – They search info about products online Familiar with foreign sites Outgoing oriented – concerts (home, abroad), shows, evets, drinks in town Travellers – interested in foreign cultures, would like to work and study abroad SINGLE OR COUPLES
Touch points: Newspapers TV Puppet shows Parks Markets Kids shops Kindergardens ZOO Kids shows, magazines Primary value: family, but not in a classical sense of the word: Like to give their children a lot of different experiences (family day out, travels, classes) but still keep some time for themselves; They have a nanny… Their flat is a space where they spend time with their family and therefore very important They search valuable, simple, quick information AKTIVNE MLADE DRUŽINE
B2B target group in need of special attention Touch points Direct mail Special events/magazines Web sites ARCHITECTS AND INTERIOR DESIGNERS
Communication goals Primary goals: Appliance to design your appartement and your modern, urban, trendy lifestyle, Raise a young generation of customers, who might not be very loyal to brands as they were known to be in the past. Create a strong relationship between the company and the “prosumers”.
Communication goals Sekundarni cilji: Raise brand awareness. Build a “design driven brand awareness” among the “the urban young”. Become a “top of the mind” brand for people, who will buy their first kitchen in the next 5-7 years, of course by then there will be another designer signed under the Gorenje kitchen, or why not a Gorenje’s own designer.
Marketing mix Advertising • Minimal ATL, mostly BTL. Internet • New website Sales promotion • Architects consultants on the sales places to catch young people at their first choices Events • To catch youth at their places of fun (Ambasada Gavioli) Product PR • Generating publicity in target media
Advertising tools • Print ads • Cinema ads • WC ads • Fitnes center ads • Combo • Moving boards (direct approach)
From now on you’ll think twice before you decide what to wear in the kitchen
Cinema ad - Don’t drool over your popcorn in the next few seconds
WC ads – Don’t forget to wash your hands before you touch it
Fitness ads – Do you like burning calories? Than we suggest cooking them for a change
Moving boards Moving board teams walks around crowded areas, combining it with games and handouts (t-shirts, candles, flip flops) all the way showing products on their backs.
Moving boards Game – gather the whole team so that they will spell the name Ora Ito
Sales promotion tools • Architects consulting • POS gear • Gifts
Web promotion - tools • New design portal www.go-design.si • Banners • Contextualadvertising (Toboads, Najdi.si) • Digital PR • Buzz marketing (forums, blogs, YouTube) • Viral marketing (“Pimp my kitchen” game on the portal) • E-newsletter
Pimp my kitchen game - http://www.go-design.si/natecaji • Basic idea – Gorenje refurnished the kitchen of the winners with Ora Ito appliances • Question: Why my kitchen needs to be pimped? Send a photo and be a contender for the prizes… • The point of the game is that it is all happening on the web – from start to finish - and that it is very interactive (people can comment on other peoples kitchens)
