Streuplan relies on programmatic guerrilla marketing for Aromat
The Streuplan agency developed a winter campaign for Aromat that conquered Switzerland and the web from Davos. In addition to posters, guerrilla and BTL measures with digital extension played a central role.
The entire campaign, which was based on the central idea developed by Streuplan in 2023 "Everything will be fine", was (pre-)programmed by the agency and the partners involved so that plannable parameters - such as cantonal vacation calendars and public holidays, target group distribution in the ski area, guest structure of restaurants, après-ski venues and events - were taken into account, but variable parameters such as weather, number of people in the ski area, number of guests in restaurants, après-ski venues and consumer feedback were also taken into account within the shortest possible time:inside could be reacted to.
Aromat had a good basic presence thanks to lift posters on the Jakobshorn and Parsenn as well as product placement in Davos restaurants. However, all other measures were only really ramped up when the aforementioned parameters were green. This enabled both the quality and reach of the campaign to be massively increased.
These other measures included the targeted distribution of Aromat caps to people with a high-profile presence (ambush marketing), the sampling of original products (in all three flavors) and merchandise to the most frequented restaurants, the placement of Aromat snowboards at locations with an extremely social media-savvy audience, and Aromat parties, Live aroma challenges with Zekian Aro-Mat in the entrance area of the mountain railroads and the FOOH aromatic snow cannon.
Responsible at Knorr: Albert Wolfgang (Head of Marketing / Nutrition Switzerland / Unilever Switzerland), Sarah Truszczynski (Sr. Brand Manager / Knorr Scratch Cooking Lead Switzerland / Unilever Switzerland), Damjan Stanojlovic (Jr. Brand Manager / Unilever Switzerland). Overall responsibility for conception, creation and realization: Streuplan; Media: PHD Media Switzerland; CGI: Viscore & Streuplan; Social Media Content & Distribution: Swissmeme; Sound: DJ Timo Tetriz; Snowboard Production: Cloud 9; Technical Consulting & Media Jakobshorn/Parsenn: Alpdest; Local Partner: Davos Klosters Bergbahnen; Event Partner: Jatzhütte Davos.
