POSMA Award in Bronze for Rivella
// Rivella project “Baden Württemberg braucht Frische Köpfe“ (…needs fresh minds) awarded at POSMA 2018
// Bronze in the “Best Networking Online – Offline” category
// Key to success: Courage to fill the creative gap with user-generated content
Stuttgart, 26 June 2018. follow red is delighted to have received a trophy at the POSMA Awards 2018, which took place on 21 June 2018 for the 18th time. Out of a possible 12, the experts for branding experiences won the POSMA Award in Bronze in the category “Best Networking Online – Offline” on behalf of the customer Rivella for the campaign “Rivella Frische Köpfe Aktivierung Baden-Württemberg 2017”.
#Frische Köpfe (#Fresh minds) for the POS
Based on the brand and campaign roof concept “Frische Köpfe” developed for the client Rivella by the Zurich agency ByHeart in 2017, follow red designed an implementation concept for Rivella in Baden-Württemberg. The goal: to strengthen the POS in Baden-Württemberg through sales promotions, cooperations and extraordinary online and offline measures. In addition to building up the brand image in southern Germany, the activation measures also served to address new target groups and direct them to the POS, in other words to trigger a measurable sales push.
“In order to draw attention to Rivella bravely, boldly and loudly, we wanted to inspire people for the brand where they can live out their activities and passion without restriction by stimulating fresh thinking,” explains Andreas Janous, Group Head at follow red, the core of the activation concept. As part of the brand activation idea “Baden-Württemberg braucht Frische Köpfe” and an agile touchpoint strategy, areas and locations were defined in advance that have the potential to bring “freshness” to life: art, work, leisure and sport. “In this way, activities such as congestion poetry, office attacks or guerrillas emerged on Stuttgart’s Schlossplatz. With eye-catching surprise samplings, the Rivella “Frische Attacken” (Fresh Attacks), we provided fresh moments there”, the Rivella project manager continues. Other, surprising fresh-head actions: Urban gardening, parkours and freerunning over the roofs of the city or readings in the subway.
The generated content was integrated into the storyline and distributed via a broad editorial support of the Rivella-SoMe channels and accompanying basic communication at frischekoepfe.de. Also present were more than 100 influencers who made #frischekoepfe to their communities out of conviction with their own actions. Simultaneous sales promotions at the POS rounded off the mix of measures and formed the outer, communicative framework.
Courage to fill the creative gap is rewarded
The success figures speak for themselves. Over 140,000 samples were distributed during the campaign period from March to October 2017. This means that the sales targets set by the customer were more than achieved at 109 percent. The posted Rivella content reached over 720,000 people on its own social media channels. The three-stage influencer campaign brought a further 1.77 million people reached. The hashtag #frischekoepfe was found in more than 450 articles. The activations were probably also successful because the entire campaign was not planned in advance. Rather, with the accompanying influencer campaign, follow red has created a framework that was actively and individually designed by the activists and the communities and thus filled with life in a credible and absolutely authentic way. Offline and online.
Thus a real, cheeky and fresh touch with the Rivella brand was created. The POS has always been the centre and anchor of all activities. The combination of classic sales promotion with live communication within the framework of the different freshness attacks and the simultaneous, maximum digital networking, achieved the desired sales push in the trade and the intended development of new target groups. The award of the “Best Online – Offline Networking” project with the POSMA 2018 in bronze is a great confirmation of this.