category a – strategic use of media mix entry title: gorenje ora ito and go design advertiser:...

CATEGORY A – STRATEGIC USE OF MEDIA MIX

Entry title: Gorenje Ora Ito and Go Design

Advertiser: Gorenje GTI, d.o.o.Entry maker: Pristop d.o.o.

Ora Ito. What is it?• New kitchen appliances designed by Ora Ito:

• Cool• Minimal• Trendy

• Multufunctional• Reasonable price• Quality

• http://www.gorenje-oraito.com/

Ora Ito. Why?

Design today:

• Basis for every successful product.

• Not only for rich people.

• Available to everybody (H&M, iPod, IKEA).

• “Demokratic design”

CLIENT’S WISH

PREPARE AN EFFICIENT CAMPAIGN WITHOUT USING TV ADS, JUMBO POSTERS, WITH LITTLE USE OF PRINT ADS – LET’S FOCUS ON BELOW THE LINE ACTIVITIES AND SAVE SOME MEDIA BUYING MONEY THAT WAY.

SINGLEOR

COUPLES

YOUNG FAMILIES ARCHITECTS AND INTERIOR DESIGNERS

Ora Ito. For whom?

SINGLEOR

COUPLES

Relatively youngHave a good job or parent’s financial backing

Live in an rented apartementApartement is a synchronised with their personality

Primary value: to be different

Touch points:

Daily internet users, very interactive (blogs, chats) –They search info about products online

Familiar with foreign sites

Outgoing oriented – concerts (home, abroad), shows, evets, drinks in town

Travellers – interested in foreign cultures, would like to work and study abroad

AKTIVNEMLADE

DRUŽINE

Primary value:family, but not in a classical

sense of the word:Like to give their children a lot of different experiences

(family day out, travels, classes) but still keep

some time for themselves;They have a nanny…

Their flat is a space where they spend time with their family and therefore very

importantThey search valuable,

simple, quick information

Touch points:

NewspapersTV

Puppet showsParks

MarketsKids shops

KindergardensZOO

Kids shows, magazines

ARCHITECTS AND INTERIOR

DESIGNERS

B2B target group in need of special attention

Touch points

Direct mailSpecial

events/magazinesWeb sites

Communication goalsPrimary goals:

Appliance to design your appartement and your modern, urban, trendy lifestyle,

Raise a young generation of customers, who might not be very loyal to brands as they were known to be in the past.

Create a strong relationship between the company and the “prosumers”.

Communication goals

Sekundarni cilji:

Raise brand awareness.

Build a “design driven brand awareness” among the “the urban young”.

Become a “top of the mind” brand for people, who will buy their first kitchen in the next 5-7 years, of course by then there will be another designer signed under the Gorenje kitchen, or why not a Gorenje’s own designer.

Marketing mix Advertising• Minimal ATL, mostly BTL.

Internet • New website

Sales promotion• Architects consultants on the sales places to catch young people at their first choices

Events• To catch youth at their places of fun (Ambasada Gavioli)

Product PR • Generating publicity in target media

Time matrix of marketing/media mixa

Advertising tools

• Print ads

• Cinema ads

• WC ads

• Fitnes center ads

• Combo

• Moving boards (direct approach)

Print ads

Hot. Even if you don’t turn it on.

From now on you’ll think twice before you decide what to wear in the kitchen

Even models want a refrigerator now

What you’ve just experienced is called WOW effect

Red carpet in the kitchen doesn’t seem a bad idea after all

Your eyes have just had an orgasm

Cinema ad - Don’t drool over your popcorn in the next few seconds

WC ads – Don’t forget to wash your hands before you touch it

Fitness ads – Do you like burning calories? Than we suggest cooking them for a change

Combo

- BTC Ljubljana- Lent Maribor

Direct approach – moving boards

Moving boards

Moving board teams walks around crowded areas, combining it with games and handouts (t-shirts, candles, flip flops) all the way showing products on their backs.

Moving boards

Game – gather the whole team so that they will spell the name Ora Ito

Moving boards

MARKETING/Product PR

Strategic roadmap - PR

Potovanje kuhinje Ora-Ïta po Evropi

Gorenje s futuristično kuhinjo na poti po Evropi "Spedenaj mi kuhinjo" - začetek natečaja Ora-Ïto na Zlatem bobnu

Dogodki Beograjski teden oblikovanja

Futuristična kuhinja na Dunaju

Dogodek Pecha Kucha

Ora-Ïto dogodki v Ambasadi Gavioli

Gorenje kot inovator, znanilec sprememb

Sodobni trendi v industrijskem oblikovanju GA

Predstavitev kolekcije Ora-Ïto Ora-Ïto v širšem kontekstu oblikovanja

Sodelovanje Ora-Ïto in Gorenje Nagradne igre s promocijskimi izdelki Ora-Ïto

Kuhinja prihodnosti

Ora-Ïto kot vodilno ime sodobnega oblikovanja

Uporabna vrednost Ora-Ïto kuhinje

Predstavitev nove kolekcijo aparatov Gorenje Ora-Ïto Zaključek natečaja "Spedenaj mi kuhinjo"

Go-design

Teme/zgodbe

Reportaža s preurejanja izbrane kuhinje

1. KOM. OBDOBJE

maj, junij

2. KOM. OBDOBJE

julij, avgust

3. KOM. OBDOBJE

september, oktober

Novost: kolekcija Gorenje

Ora-Ïto

Gorenje kot inovator, znanilec in

nosilec sprememb Gorenje Ora-Ïto kot del

vsakdanjika ciljne skupine

Sales promotion tools

- Architects consulting

- POS gear

- Gifts

Sales promotion place – architects consulting customers

Web promotion - tools• New design portal www.go-design.si

• Banners

• Contextual advertising (Toboads, Najdi.si)

• Digital PR

• Buzz marketing (forums, blogs, YouTube)

• Viral marketing (“Pimp my kitchen” game on the portal)

• E-newsletter

Online strategy

Spletno mesto

SPLETNO MESTOGO-DIZAJN.SI

GORENJE UPORABNIKI

»Design Driven«

NAMEN:Graditi in utrjevati brand Gorenje kot design

driven

»Design Enthusiastic«

PROMOCIJA

KAZALNIKI USPEŠNOSTI(KPI)

2 phases of development of the portal

GO-DIZAJN.SINatečaj

SpletovalnicaBlog novosti

Modrosti

For-roomZvezda

GO-DIZAJN.SISpedenaj mi

kuhinjo natečaj

spletovalnica

Faza 1 Faza 2

Online communication matrix

Phase 01 – Pimp my kitchen game

Pimp my kitchen game - http://www.go-design.si/natecaji

• Basic idea – Gorenje refurnished the kitchen of the winners with Ora Ito appliances

• Question: Why my kitchen needs to be pimped? Send a photo and be a contender for the prizes…

• The point of the game is that it is all happening on the web – from start to finish - and that it is very interactive (people can comment on other peoples kitchens)

Banner advertising

Direct approach - newsletter

Digital PR

Buzz marketing – forums, blogs

Viral marketing

Buzz marketing – forums, blogs

Toboads

Phase 02 - diesign portal

Design portal - content• Online consultancy – architects consult users also on the web; users can ask all

kind of questions – what should the color of my kitchen be like? Give advice about furniture for my bedroom etc.

• New game – Pimp my picture – users must make their own Gorenje TV ad – the winner will get a LCD TV ( http://www.go-design.si/natecaji )

• Blog – news on design from all walks of life

http://www.go-design.si/

GoDesign - clickability

GoDesign – goals and results

• Nr. of visits: 61.436 goal: 50.000

• Nr. of users: 45.048 goal: 20.000

• Nr. of registered users: 5.015 goal: 1.300

• E-newsletter requests: 5.027 goal: 500

• Beta users: 549 goal: 100

• Pimp my kitchen contestants: 198 kuhinj, več kot 600 fotografij

goal: 300 kuhinj

• Nr. of comments: 1.015 goal: 1.500

CAMPAIGN RESULTS

• EFFICIENT USE OF BUDGET

• SUCCESSFUL SALE OF Ora Ito PRODUCTS

• HIGHER BRAND AWARENESS OF Ora Ito PRODUCTS

• SUCCESSFUL PROMOTION OF GORENJE BRAND AS A DESIGN DRIVEN BRAND