Task
The busy work schedule of many office workers negatively affects their eating habits. A healthy diet can be fast and nutritious. Therefore, the task of the brand Lantmannen AXA was to increase awareness among the target audience through the formation of a culture of consumption of cereals (muesli). Give advice to consumers regarding the preparation of healthy breakfasts and snacks from the Lantmannen AXA brand. Educate and give advice to consumers regarding the preparation of healthy breakfasts and snacks from the Lantmannen AXA brand.
Solution
The project “Early Birds” was developed and held in Kiev business centers.
There also was a survey for employees, in which they were asked at what time they arrive at work, 10 business centers and publishing houses located in the central districts of Kiev took part.
The purpose of the project was to encourage workers who came to work earlier than their colleagues with Lantmannen AXA products. Creative press packages were also developed and sent to opinion leaders to promote the brand in social networks and at specially organized thematic events.
Brand awareness of the Lantmannen AXA brand was raised through regular press office operations and the implementation of print and online projects.
Result
"Usually I spend for breakfast no more than 15 minutes, or skip it at all. And, of course, I would be happy to eat in the morning for 5 minutes to get to work earlier. Is it possible? If you offer me a decent option, I will be delighted, "- the most common comment among the surveyed workers.
The survey of "early birds" covered 10 business centers and publishing houses located in the central districts of Kiev. The earliest was BC "Parus". By 9 am there were 301 employees on the job. At the same time, the first 8 arrived in between 7:30 and 7:45 am.
According to the results of the activation more than 300 text materials were published in print and online publications (Liza, Edinstvennaia, Viva, Interfax, Delo.ua, Ds. News). Fifteen opinion leaders were also involved, including Anatoly Anatolich, Dmitry Stupka, and Yulia Chernitskaya. The audience reach was an impressive number of 17,800,270 people.
Implementation
Category
Components of the project
Key Competences
- Development and implementation of integrated communications strategies, CSR programs
- Media, analytics, strategic planning and strategy implementation
- Anti-crisis support, reputation management
- Communications management in time of business transformation and changes
- Representation in international media projects
- SMM-strategy, development and implementation of communications programs
- Partnership programs with opinion leaders & bloggers
About
PLEON Talan is a full-service PR & Public Affairs agency that provides consulting services for the development and implementation of complex communications solutions, PR strategies, and reputation management.
PLEON Talan in Ukraine has been exclusively representing the international communications network Ketchum, the trendsetter in the field of communications consulting with a successful mentorship and leadership in PR for more than 90 years worldwide, and 11 years in the domestic market– under the brand PLEON Talan.
2011-2012 — Effie Awards Ukraine (the most effective agency of marketing services in Ukraine)
2006-2011 — the most creative agency of Ukraine according to the AAC rating
2013-2015 — the most creative agency of Ukraine according to the AAC rating
2015-2017 — the best advertising campaigns and creative use of media in Ukraine according to the AAC rating
Ketchum is a leading communications company with operations in more than 70 countries across six continents. The winner of 45 Cannes Lions and an unprecedented sixth PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver outstanding results in strategic programming with creative approach and measurable results that build brands and reputations. For more information about Ketchum, a part of Omnicom Public Relations Group, visit www.ketchum.com.
Omnicom Public Relations Group is a global group of the three top public relations agencies and specialist agencies working in public affairs, marketing to women, fashion, global health strategy, and corporate social responsibility. It encompasses more than 6,000 PR professionals in more than 330 offices around the world to provide their expertise to companies, government agencies, NGOs and non-profit organizations across a wide range of industries. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than 200 companies from the marketing industry offering services in advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding, and research.