DREAMTRIP. THOUSANDS OF WANTING, ONE WINNER
| Title | DREAMTRIP. THOUSANDS OF WANTING, ONE WINNER |
| Brand | COCA-COLA BEVERAGES UKRAINE |
| Product/Service | RICH JUICE |
| Category |
C01. WEBSITE |
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Entrant Company
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ADPRO|ISOBAR Kiev, UKRAINE
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Advertising Agency
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ADPRO|ISOBAR Kiev, UKRAINE
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Credits
| Yuri Lence |
Adpro|isobar |
Executive Creative Director |
| Elizabeth Dergacheva |
Adpro|isobar |
Copywriter |
| Liudmyla Yazvinskaya |
Adpro|isobar |
Copywriter |
| Alexander Astron |
Adpro|isobar |
Designer |
| Iryna Tymoshchenko |
Adpro|isobar |
Account Director |
| Anastasia Voitkevich |
Adpro|isobar |
Account Manager |
| Iryna Chervyts |
COCA COLA BEVERAGES UKRAINE LIMITED |
Brand Manager |
| Valeria Buzivskaya |
Adpro|isobar |
Strategic Planner |
| Mila Krutchenko |
Adpro|isobar |
Digital Strategist |
| Igor Tkachenko |
Adpro|isobar |
Digital Production |
Creative Execution
We offered TA a unique opportunity to actually hit the trail to a dream-place. We created a world's first digital contest, a promo-site, where people could choose preferable direction and win a sponsored exotic vacation.
To build awareness we used banner ads and teaser networks, promoted posts in FB and VK along with search engine advertising, which drived traffic to the promo-site.
Besides that, we were the first ones to employ the innovative practice of #hashtag use in Facebook as teaser for contest announcement.
Total campaign reach: 2 766 785 people
Total unique promo site visitors: 55 396
Total contest participants: 5 744 (14,8% above KPI)
Conversion rate unique visitors to participants: 10,3% - two times the market average of 5%
During the campaign period the total pos level reach boosted by 167% in Facebook and by 303% in Vkontakte compared to the same period before the campaign.
Insight
I am stuck in my routine and I wish to escape, but only a miracle would make me actually do it
Strategy
Problem: Living and working in a fast and demanding modern urban environment, TA is overwhelmed by an ever increasing pace of life. They dream about their better future lives, crave to relax their minds and to escape from the vicious circle of every-day life.
Idea
Promo-site "Dreamtrip" from Rich juice is a great way to escape everyday routine and travel to the seaside. The site keeps reminding people about their dreams by unique blend of sounds, visuals and atmosphere