IKI GREENHOUSES FOR KIDS

ClientUAB PALINK
Category A09. Corporate Social Responsibility
TitleIKI GREENHOUSES FOR KIDS
Product/ServiceIKI
Entrant ADELL TAIVAS OGILVY Vilnius, LITHUANIA
Idea Creation ADELL TAIVAS OGILVY Vilnius, LITHUANIA
Production NONSENSE Vilnius, LITHUANIA
Credits
Name Company Position
Dominykas Žilėnas Adell Taivas Ogilvy Creative Director
Tomas Karpavičius Adell Taivas Ogilvy Creative Director
Kazimiera Petkevičiutė Adell Taivas Ogilvy Copywriter
Justinas Kiaulekis Adell Taivas Ogilvy Art Director
Rūta Babrauskaitė Adell Taivas Ogilvy Account Manager
Dovilė Filmanavičiūtė Adell Taivas Ogilvy Digital Creative Director

The Campaign

We invited the real Lithuanian children to play a social experiment, which revealed that children today know very little about vegetables. And right away we offered the solution of the problem – greenhouses for kindergartens, in which kids could grow vegetables and grow to know them.

Creative Execution

Our campaign had two main stages. At first, through the social networks, banners and direct mailing we invited kindergartens to participate in our online competition and win the greenhouses for kids. Parents also got the message with direct call to action and encouraged kindergartens to join the initiative. At the second stage of campaign kindergartens and parents got clear call to action to support participants with their the votes in the campaign's landing page as well as shares in social media.

Results

Majority - two thirds - of all the kindergartens in Lithuania took part in our online competition to win the greenhouses. Campaigns’ landing page attracted 30 percent more visitors to the company’s website during the campaign. Kindergartens, participating in online competition, collected thousands of support votes in social media and landing page. Moreover, online actions created strong bond between the brand and young Lithuanian families and kindergartens.

Our main success criteria was bond, created between brand and two target audiences - parents with small kids as well as kindergartens. Our aim was to make them care, engage and act. In the end, by actualizing the problem of children's healthy eating habits and clearly targeted call to actions, we achieved a measurable response from both of our target audiences.

Our main target audiences were parents and kindergartens. Our strategy was to communicate with these audiences by exploring topics important for them and through the channels relevant. So, at first, we created online video that actualizes the problem – today’s children know very little about vegetables. Then we spread it though the digital platforms and targeted the audiences with clear call to action. For communication with kindergartens we added a direct mailing.