Scatter plan: Campaign for Ok Energy Drink
Streuplan designed a campaign for the Ok brand to launch the seasonal energy drink "spring-break". Stressed-out students are sent on spring break and a new advertising medium celebrates its premiere.
Just in time for the start of spring, the new Ok Energy Drink "spring-break" with elderflower and a kiss of lemon and will be available for three months from March 31, 2014 as a limited edition in K Kiosk, Avec and Press & Books stores.
The aim of "spring break" is to give the young target audience what the name promises: a spring break. Because many students are stressed by deadlines and upcoming final exams during the traditional spring break period, Ok is giving them a break - a "spring break", as a press release announced on Sunday.
In the big competition via Facebook app, participants can win a city trip. But not to the cliché Ibiza or Ballermann de Mallorca, but to less well-known, but all the more exciting cities such as Reykjavik, Tel Aviv or Budapest. For the spring break at home, each participant will receive a voucher for a free Ok Energy Drink "spring-break", which can be shared with as many friends as you like.
In addition to POS communication and Facebook, attention is drawn to the competition with a means of communication that is as simple as it is surprising: the money sticker. Hundreds of thousands of stick-on "Zweifränkler" stickers are being distributed through K Kiosk, Avec and Press & Books branches via the wallets of the target group.
Responsible at Valora: Philipp Brühlmann (Brand Manager Ok). Responsible at Streuplan: Thomas Back (overall responsibility), Yvonne Friedli (consulting), Stefanie Fink (art direction), Ennio Cadau, Barbara Michel (text / concept), 316 participants (online).
