Title	REVOLUTIONARY TANGERINE
Brand	TESCO
Product/Service	IMAGE CAMPAIGN IN ORDER TO COMMEMORATE 30TH ANNIVERSARY OF VELVET REVOLUTION IN
Category	C05. Customer Retail / In-Store Experience
Entrant	ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Idea Creation	ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Simona Micháliková	Istropolitana Ogilvy	Art Director
Hugo Paulíny	Istropolitana Ogilvy	Copywriter
Peter Hrevuš	Istropolitana Ogilvy	Art Director
Peter Darovec	Istropolitana Ogilvy	Creative Director
Katarína Pšenáková	TESCO STORES SR	Government & Corporate Social Responsibility Manager Communications

Why is this work relevant for Brand Experience & Activation?

Tesco is an UK retail chain which operates in Slovakia and is also the biggest retailer in the country. With the local insight with relevance to Slovak history it created a moment that started with in-store experience to huge reactions on social networks.

Background

- Tesco is the biggest retailer in Slovakia, however, it is an international brand from UK - Our objective was to prepare an image campaign to celebrate 30th aniversary of the Velvet Revolution which ended the totalitarian regime in the country - The objective was to create a link between the brand and the celebration of historic moment

Describe the creative idea (20% of vote)

The Velvet Revolution is an important historic moment, which meant the end of totalitarian regime for Slovakia. The idea was to communicate freedom through the product that is available in Tesco stores - tangerines. Tangerines were known to be a shortage product during the regime and people had to stand in lines to get them. Tesco reminded people through the product what it means to live in a free world where you can buy what you want.

Describe the strategy (20% of vote)

Tesco distributed 200 000 tangerines into shops in the whole Slovakia. The target group were the customers of Tesco stores. On the 30th anniversary of Velvet Revolution people received a Tesco product for free that was also a symbol of the past.

Describe the execution (30% of vote)

The aniversary is a one day holiday, so the whole campaign had to happen on that day. All stores received in advance tangerines with stickers that said "We value our freedom" with Tesco branding on it. This created a new type of media that was placed in the stores. People took photographs and placed them on social networks with visible Tesco brand.

List the results (30% of vote)

The tangerines created a positive sentiment within customers that was reflected on social networks. Hundreds of tangerines appeared on Facebook and Instagram. The tangerine appeared on the page Zomri, the biggest political satire page on Slovak Facebook and Instagram with reach over 300 000 followers. The tangerine was debated also among politicians. This created a buzz for the UK brand and connected it to Slovak history.