© M+K Wien Werbeagentur Konzept. ® M+K Wien Werbeagentur About Stimorol

© M+K Wien Werbeagentur

Konzept

® M+K Wien Werbeagentur

About Stimorol


Background/Facts

Since its market launch in 1975 Stimorol became a number one cult-brand in the Swiss market. -> its the chewing gum for all those who deeply enjoy every moment of their lifes

Stimorol is authentic, Stimorol is the original, lively, individual and independent

Stimorol is the gum for fresh breath, so that you feel confident in any situation

Stimorol refreshes your mind and your mouth!


Objectives

Support of young fresh talents in the fields music and dance

Raise awareness of Stimorol in the music sector and positive charging of the image of Stimorol

Creation of a plattform for young and undiscovered musicians, dancers and music talents

Continue to strengthen the strong position of the Stimorol in the Freshness segment

Significant growth in sales and frequency during promotion periode


Concept & Mechanics


Concept

In 2012 Stimorol focused on music as key element to leverage brand equity.

Stimorol acted as sponsor of the biggest Swiss open air festivals to establish

the brand in the music scene. But Stimorol went further:

Stimorol promoted not only established artists but also

young, fresh talents!

Stimorol offered a platform for young dancers, bands and solo artists to show their talent to the broad public. The main target group were undiscovered talents and amateurs!

Therefore Stimorol created the Stimorol Music Contest. Within the 3 categories

Solo, Band and Dance Stimorol gave away 30.000 CHF altogether.


Concept – Cooperation with Warner Music

Stimorol won Warner Music as cooperation partner. Warner Music awarded the artist with the biggest capability for a career in the music business.

Through the Warner Music Special Award participants had an additional appeal than solely monetary benefits. The cooperation linked the brand even closer to music and made the whole contest more authentic.

The Warner Music Special Award included a 360° Coaching Program: Professional coaching through Warner Music Coachings with marketing und pr-coaches Feedback and analysis of their Song/Video + tips for a professional career VIP tickets with meet & greet Give Aways: CDs (Seeed, Muse, Green Day Uno, B.o.B., Billy Talent)


Mechanics – Step 1

Apply and create a profile:

Upload a picture, mp3 or video on to the promotion website and describe your passion for music, your special talent and why you want to win the stimorol music contest.

Every profile also offered a guestbook to contact the participants directly. The

focus lied on the people and their interaction

A preliminary streetcasting made sure there were fully uploaded profiles accessible right at the start of the promotion = minimizing the barrier to entry



Get Fans:

Right after the profile was uploaded Stimorol offered possibilities to ask your friends to become devoted fans.

The idea: Everybody with talent and the wish for fame needs fans. The participants with the most fans win the Stimorol Music Contest.

Through Facebook or the website (no registration needed), only the name and e-mail address was necessary. Stimorol enhanced the people to promote themselves: Within your profile participants could print out personalized flyers to hand them out and promote themselves.



Get Additional Fans :

Everybody could buy Stimorol packs with promotion stickers in order to get additional fans. Over 120.000 fancodes were accessible.

Or send in 3 empty Stimorol single packs in exchange for 1 fancode

Every fancode added up to 20 fans to the profile. An attractive way for the public to support their favorite.


Mechanic – Step 3

Winner The top 3 participants of every category win the contest.

1st place: 7000,- 2nd place: 2000,- 3rd place: 1000, -

Incentives for the supporters: Every supporter had the chance to win : 50 x UrbanEars Headphones 100x Stimorol Refresh Bags (Cooler bag filled with gum)


Cummunication


The contest was supported in 3 phases with a 360 degree activation

PHASE 1: TEASERING

ONLINE

OPEN AIR

PHASE 2 :STREET CASTING

DANCE AND MUSICSCHOOLS

UNIVERSITIES

FESTIVALS

PHASE 3: MAKE IT BIGONLINE

IN-STORE

OUTDOOR

KOOPERATION

FINAL EVENT


Mood Video


THANK YOU

Werbeagentur GmbH

Weintraubengasse 22

A-1020 Wien

Astrid Weninger / Telefon: +43 1 219 77 00-23 / [email protected] Schmalzl / Telefon: +43 1 219 77 00-11 / [email protected]

www.mkwien.at

Documents

© M+K Wien Werbeagentur Konzept. ® M+K Wien Werbeagentur About Stimorol