Consumer Communications Case Studies
« Older Entries

Bulgarian Cheese

Intro

Germany is a saturated market for food and beverages. Therefore it is extremely difficult to enter this market from scratch. Nevertheless the Bulgarian Association of Milk Processors started a campaign financed with aid from the European Union and the Republic of Bulgaria to introduce the Bulgarian cheeses Sirene (white cheese of cow´s, cheep´s or goat´s milk) and Kashkaval (a yellow hard cheese) to the German market. But do the Germans need Bulgarian cheese? The project really bore a challenge. Bulgarian cheese was unknown to German consumers and products only were available in a Bulgarian online shop managed from Berlin at this time. In addition, for the first event in Hamburg we had only three weeks for the whole organization.

(more…)

Finnair’s German face: Football legend and world champion Pierre Littbarski

Finnair Logo

Introduction

The Finish national carrier Finnair flies to six destinations in Germany. Its strategy focuses on transporting passengers between Europe (Germany) and Asia via its hub in Helsinki. Due to Helsinki’s geographical position Finnair can offer its guests the shortest way to Asia. This advantage needs to be communicated Finnair costumers, above all to business travelers.

In Germany the national carrier dominates the airline market. Therefore, other airlines try to focus on their profiles. To boost public awareness, Finnair was looking for an unique characteristic. The aim was to find a “German face” which symbolizes for the costumer a “bridge” between the local market, Finland and Asia. The football legend and world champion Pierre Littbarski was an ideal cast due to his personal background and biography. He is still well known for his football carrier in Germany. Moreover, in Japan Littbarski is one of the best-known Germans due to his carrier as coach. He lives in both countries.

(more…)

VW Barbie Beatle

Situation

In 2006, Mattel and GC&A had the idea to create a customized, real-size car for grown-up Barbie fans, and their daughters. It had to be an aspirational, chic vehicle, inspired by the World’s most famous doll.

(more…)

The North Face – Dean Karnazes Italian Book Tour

Dean_Libro_200p

Situation:

The North Face is the world’s leader supplier of technically innovative outdoor apparel and equipment. The North Face has a team of more than 60 professional global athletes from around the world which includes snowboarders, skiers, rock climbers, mountaineers and endurance runners. Among the latter, Dean Karnazes stands out as the Ultramarathon runner par excellence, having completed several endurance events, most notably the Endurance 50: 50 marathons in the 50 American states on 50 consecutive days.

(more…)

Landis Communications Inc./Old Navy Case History

logo

Situation

LCI’s challenge was to position and promote Old Navy’s affordability, value and style while not cannibalizing its sister divisions, Gap and Banana Republic.

(more…)

Rockwool Passive House

Situation

The Rockwool Group is the world’s leading producer of stone wool – a material that improves the quality of life for millions of people and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain. Moreover, Rockwool insulation gives us pleasant indoor environments by keeping out the freezing cold, while in hot climates, stone wool helps to keep indoor temperatures comfortably cool.

Main goals of the company were:

  • to communicate to Italian journalists its leadership position and arising, all the while, its brand awareness
  • to boost new model-building paradigms application

(more…)

Nintendo

Situation

Nintendo Belgium
As a worldwide innovator in the creation of interactive entertainment, Nintendo Co., Ltd., of Kyoto, Japan, manufactures and markets hardware and software for its Wii, Nintendo DS, Game Boy Advance and Nintendo GameCube systems. Since 1983, Nintendo has sold nearly 3.2 billion video games and more than 535 million hardware units globally, and has created industry icons like Mario, Donkey Kong, Metroid, Zelda and Pokémon.

(more…)

Ford: Launch of Ireland’s first biofuel car

bio_ford03_06

Introduction

The Focus FlexiFuel Vehicle (FFV) was billed as an ‘everyday’ car which could deliver 70% fewer CO2 emissions, run seamlessly on any mixture of renewable bioethanol or conventional petrol – and all at a marginal cost over the equivalent petrol car.

Already the country’s best-selling car, the Focus FFV arrived in Ireland with a new USP (advice what is USP) of particular relevance to an agricultural community in need of future outlets for their products.

(more…)

Genzyme

Genzyme1

Introduction

Genzyme, one of the world’s leading biotechnology companies, hired The Castle Group to create a strategic communications plan and promote their ortheoarthritis treatment Synvisc and procedure Carticel.

(more…)

Fantail Communications “Get’s Cracking”

omelette

Introduction

The Canadian Egg Marketing Agency (CEMA) wanted to increase the consumption of eggs. The ad campaign of the time communicated the message of how nutritious, tasty eggs are and how easy it is to prepare them, so why not eat them outside of breakfast occasions. CEMA wanted more bang for their marketing buck and hired Fantail to provide their first ever PR/event marketing program to take this message to the grassroots level.

(more…)

« Older Entries