Title	CRYSTAL CLEAR - VERLIEFD OP IBIZA (IN LOVE ON IBIZA)
Brand	VRUMONA ( HEINEKEN)
Product/Service	SOFT DRINK
Category	A03. BRAND OR PRODUCT INTEGRATION INTO AN EXISTING PROGRAMME OR PLATFORM
Contributing Company	SBS BROADCASTING Amsterdam, THE NETHERLANDS
Media Agency 2	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Entrant Company	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
Media Agency	STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS

Name	Company	Position
Richard Van Der Wilk	Starcom Mediavest Group	Chief Strategy/Innovation Officer
Manon Pogge	Starcom Mediavest Group	Sr. Consultant Digital/Communications
Marianne Somers	Starcom Mediavest Group	Strategy
George Goudsblom	Vivaki Exchange	Head Of Digital Trading
Kiki Maaskant	SBS Broadcasting	Account Manager Branded Partnerships
Nicolien Koning	SBS Broadcasting	Project Manager Sbs Projects
Marco Numan	SBS Broadcasting	Head Of Commercial Productions

The Campaign

In the Netherlands there is a trend towards partnerships between advertisers/agencies/publishers in the ownership and exploitation of branded content & entertainment. Content marketing is becoming increasingly important for marketers, as it is important that the product or brand will be shown or used in a natural non-promotional way. Branded promotions is seen as the way forward. On TV in the Netherlands non-spot and in-program branded promotions possibilities are often not fully being exploited. A product placement in program is most of the times a one media channel promotion, based on one or two moments. There is a shift towards a stronger integrated partnership, through all communication touch points. In our case, ‘Verliefd op Ibiza’, success was created by connecting our brand to the right partner with the most relevant content for our target audience and linking the partnership with Crystal Clear’s brand belief, objectives & messages. By having a perfect fit, we had the ability to reach our audience based on their own interests through our partners content; connecting with our audience in a natural way.

Results

The Dutch market for soft drinks is very competitive and depends strongly on promotions. Our challenge was to strengthen Crystal Clear’s brand awareness and consideration, by spreading Crystal Clear’s main message: ‘women in CONTROL’. So that’s exactly what we gave our audience: CONTROL! Crystal Clear’s target audience are women (18-35) who have an active & healthy life and consume (mainly) TV & Online media. To really make a difference, we wanted to bring the brand belief of Crystal Clear alive for them. We created a branded partnership for the popular Dutch TV-series ‘Verliefd op Ibiza’ (In love on Ibiza). The female-main-character, Suus, represents the brand image of Crystal Clear and the series viewers are our target audience, a perfect match. This series tells the story about a young girl (Suus) who goes to Ibiza to change her life and find herself again. She develops feelings for the local guy, DJ Lo. This is the start of some soul searching for Suus. What will make HER happy? A life with or without Lo? We brought Crystal Clear’s brand belief ALIVE, via price-activation, by turning these questions into a branded crossmedia narrative for all OUR viewers, fans and followers; ‘What makes YOU happy?’ Besides putting Crystal Clear present as part of and in the series through branded promotions, we added a unique branded content experience. Our audience could decide how their series ended! Should Suus choose for a life ‘with’ or ‘without’ DJ Lo? Unique in the Netherlands! Making the ‘What makes YOU happy?’ branded narrative a starting point for all communication; brand relevance and engagement were created in a singular way across all touchpoints. The partnership extended from TV, print & online advertorials, social media, all the way to the shop shelves and on-pack promotion - to boost sales.

We connected Crystal Clear to the main female character through in-program-branded-promotions at moments where the Crystal Clears’ brand-belief came alive: Women in Control. Audience attentions was drawn by inviting them to take part: consumers were put in the driver’s seat and invited to CONTROL their favourite execution of the prize & of their series ending. Our partnership was heavily cross medial, but our communication message was singular and strong; ‘What makes YOU happy?’; extending from TV-Promos & Billboards, Online & Social (on our partners side) & all the way to the shop shelves and on-pack promotion (from Crystal Clear’s side).

We gave our women control of what they watch, bringing Crystal Clear brand perspective & belief perfectly alive. The campaign and partnership had a strong positive effect on all key brand KPI’s of Crystal Clear. Brand loyalty rose +16%, good price/value ratio increased +17% and Crystal Clear "unlike other brands' rose +15%. The overall brand consideration, which let to more sales, increased by +9% (Metrixlab, relative percentages). The series and Crystal Clear experiences made a big stir in among viewers in Holland. On Twitter this resulted in 160% more tweets than ‘Holland's Got Talent’, which is a big socially-media engaged voting TV-program and programmed at the same time as ‘Verliefd op Ibiza’. More than 8,500 women voted on their perfect ending of the series. And as in almost every love-story, happy endings are more popular. That’s why our audience chooses a life for Suus with her love DJ Lo.