2 baileys hazelnut campaign 360° baileys hazelnut internet advertising pr events sampling on-trade...
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Baileys Hazelnut campaign 360°
Baileys Hazelnut
Internet advertisin
g
PR
Events sampling
On-trade program Off-trade
activations, Baileys Day
Digital contest in
partnership with Grazia
Advertising in malls
Facebook page
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Welcome App> Countdown App before the
official release of the new Baileys flavor.
> The App played the role of a teaser, very suitable for the base of our campaign: introduction of a new flavor.
> During the countdown, there was a big number of positive comments on the wall by newly recruited fans, who just wanted to share their love for Baileys.
> In the App we had the opportunity to use for the first time the newly approved key visual.
> The application was not expensive and since it was very simple, just a countdown, there were not any bugs/problems to handle.
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Contest App> “My moments. My
Girlfriends” contest in two categories: for photos of special moments with girlfriends and for essays describing friendship between girls.
> Big reward in each category: Photosession of the winner with her friends in a selected Baileys outlet.
> Second reward in each category: perfume
> Advertising leads to Contest app.
> Photo section: about 200 entries.
> Essays section: about 30 essays
> Duration 1 month: 24 Oct – 28 Nov
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Contest App: visuals
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Photo session: winner in Sofia
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Photo session: winner in Montana
Grazia partnership> Contest is communicated in Grazia magazine:
> 1 page contest announcement & KV
> 1/3 page bonus PR: drink recipes with Baileys
> 2 pages PR: winners photosesssions & their comments on friendship
> Graziaonline wallpaper branding as a bonus
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Bonus PR: 1/3 page
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- A table tent communicating Baileys Hazelnut and Baileys Latte with Crème Brule flavor.
- Complement: Loacker chocolate served with Baileys. - Bonus for the outlet: Monin Crème Brule for adding flavor of the Latte.
On-trade program – type 1
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- A table tent communicating Baileys Hazelnut and Baileys Latte with Crème Brule flavor.
- Complement: Loacker chocolate served with Baileys. - Bonus for the outlet: Monin Crème Brule for adding flavor of the Latte.- Scratch cards given by the personnel – 50% win.- Two kind of gifts: bag holder and ladies' mirror.
On-trade program – type 2