Fructal: BILLBOARDS YOU CAN EAT

Credits & Description:

Advertiser: FRUCTAL
Agency: FORMITAS BBDO
Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Art Director: Blaz Ritmanic (Formitas BBDO)
Copywriter: Blaz Kocjancic (Formitas BBDO)
Media Strategist: Nina Intihar (Direct Media Komunikacije)
Copywriter: Urska Tuskej (Formitas BBDO)
Creative Director: Ana Ivandic (Formitas BBDO)

Relevancy
The execution managed to achieve several goals:- it communicated the brand benefit: energy- it introduced two new flavours- it enabled the consumers to taste the new bars- it involved the consumers by giving them the opportunity to participate in revealing the brand message- it involved the consumers online- it expanded the brand's Facebook fan base- and most importantly, it grew sales

Implementation
Sampling was integrated into a classical billboard campaign by attaching cereal bars to the billboards so passers-by were able to grab some bars on the go. By removing the bars people revealed the main message of the campaign: ENERGY. The campaign was heavily supported in social networks. We revealed the locations of the edible billboards to the fans via Facebook and even let them suggest locations where the next billboards could be set up. The campaign was extended with PR activities and found a strong echo in social networks as well as in print and online media.

Outcome
The campaign was an instant hit, receiving a great deal of positive feedback. Without any sponsored Facebook ads during the campaign the daily activity, reach, virality and engagement on official Facebook page all grew significantly (800%, 450%, 580% and 740% respectively), and in only two weeks, our already strong Facebook community grew 10%. The campaign was a huge success, earning free media coverage in web and print media. And most important, our campaign had a strong impact on the whole family of Frutabela products, resulting in, on average, a 20% increase in sales in the months following the campaign.

Client Brief Or Objective
Our brief was to support the launch of two new flavours of a well-known but recently under-supported Slovenian cereal bar Frutabela via achieving the following goals:- Business goal: increase sales of the entire Frutabela range for more than 10% in months following the campaign.- Marketing objectives: increase awareness of the new flavours and refresh brand image after a fairly long period with no support.- Communication objectives: inform people that Frutabela gives you energy, generate trials and involve the already strong Facebook community.