Winners & Shortlists

EL AROMA DE CACAOLAT

TitleEL AROMA DE CACAOLAT
BrandCACAOLAT
Product/ServiceCACAOLAT
Category A03. USE OF OUTDOOR IN A MEDIA CAMPAIGN
Entrant Company ARENA Barcelona, SPAIN
Advertising Agency ARENA Barcelona, SPAIN
Credits
Name Company Position
Oriol Arjona ARENA Strategy Manager
Antoni Muntadas ARENA Account Executive

Results and Effectiveness

We also got young people to talk to each other. More than 1,500 tweets and 1,000 posts on Facebook. Without investing anything, the newsworthy effect of the action resulted in a ROI of €190,000, a return of more than 3,500%. More than 60 media channels talked about the news story. Brand awareness increased by 135% compared to the previous month, making it the period with the highest awareness in recent years. Specifically, among the young target audience (14-25 years old), awareness increased 152% from the previous month. And sales increased 30% more than in the same period last year.

Creative Execution

The aroma was the ideal link for connecting with the target audience and establishing a long-term relationship. It is the sense with the best memory and which triggers 75% of our emotions. A person remembers only 5% of what they see, 2% of what they hear, 1% of what they touch and 35% of what they smell. We already had the insight. We now needed the idea. We located the busiest bus shelter in the whole of Barcelona. A waiting place for thousands of young people. We took advantage of those few minutes of waiting to install an olfactory bus shelter that reproduced the famous aroma of Cacaolat. More than 180,000 people will discover it.

Insights, Strategy and the Idea

Cacaolat is a love brand. It's the first industrially produced milkshake in the world. It's an historic brand that forms part of the psyche of Catalans. But as with other historic brands, it had lost its connection with young people. To them it had become a brand for children. The challenge. Connect with the young target audience. We had to approach today's adolescents without losing the historical value of the brand. To connect with them we knew that trying us alone would not be enough. If we really wanted to be their brand, we had to go further. We wanted to win their love just as we had won the love of other generations. And to win someone's love you need to thrill them. So we turned to a brand insight: its aroma. The Cacaolat aroma was a brand value. Just like the sound produced by a Harley Davidson engine.