Milka: TOGETHER FOR THE TATRAS

Credits & Description:

Category: Fast Moving Consumer Goods

Advertiser: KRAFT FOODS

Product/Service: MILKA

Agency: NEXT

Date of First Appearance: May 1 2010

Entrant Company: STARCOM MEDIAVEST GROUP, Warsaw, POLAND

Entry URL: http://www.facebook.com/Milka.Razem.dla.Tatr

Senior Account Director: Magda Kolenkiewicz (Starcom)

Senior Media Manager: Marcin Wozniak (NEXT)

Project Manager: Marcin Nieśmiałek (NEXT)

Senior Media Manager: Dominika Sadlak (Starcom)

Senior Communication Manager: Piotr Ruszak (Starcom MediaVest)

Media Manager: Piotr Opłotny (Starcom)

Innovation Director: Jacek Karolak (Starcom MediaVest)

Media placement: TV - image building spot - TVN station - 1 May 2010

Media placement: TV - branded content - TVN stations: TVN, TVN24, TVN Meteo - 1 May 2010

Media placement: Press - articles - Gazeta Wyborcza, Metro - 6 May 2010

Media placement: Online - website for voting - www.razemdlatatr.pl - 1 May 2010

Media placement: Online - fanpages - Facebook, NK.pl - 1 May 2010

Media placement: Online - campaign - banners at portals, SEM at Google - 1 May 2010

Media placement: OOH - contextual - vinyl boards, citlilights, buses, trams, metro - 1 May 2010



Insights, Strategy & the Idea

How could Tatras (world’s smallest high mountains) help large MILKA brand?

MILKA is from unspoilt Alps, where people enjoy life. But for Poles Alpine world was distant and MILKA was perceived as childish. We needed to find locally meaningful, emotionally close and engaging idea for our key target: busy working women.

We focused on Polish Tatras, which are of Alpine type, but unlike Alps, they are in every Pole’s heart. This is where Poles like to rest; where beloved Polish heroes were born. We only needed to make a connection.

Our strategy: support protection of Tatras with 1 million PLN donation. And more: devote whole MILKA communication to Tatras protection.

Together with Tatras National Park, we chose 6 nature symbols to protect: bear, marmot, chamois, crocus, Giewont peak, Morskie Oko lake. Consumers could vote who needed financial support – but to decide knowingly, they had to learn about nature first.



Creative Execution

For 8 weeks, we used only context-sensitive actions (to build engagement) and content-rich media formats (to educate effectively). All media redirected to online voting.

(1) Internet –voting website, where people could learn about symbols + over 100 contextual creatives to spread the idea.

(2) TV –action became a part of the most popular morning show. Presence included live reports from Tatras, education by experts from National Park and interviews with famous highlanders.

(3) Press –largest newspaper devoted a 2-page editorial every week to Tatras’ symbols.

(4) Outdoor –communication matched with every vehicle (i.e. ‘There are only 15 bears in Polish Tatras. All of them could fit into this bus. Help us protect them.’- poster on the buses).

(5) Event -in the capital of Tatras winning symbols were officially announced and financial support was formally granted to Tatras National Park to purchase world-class equipment to protect the nature.



Results and Effectiveness

53% of Poles (vs. 40% before) named Tatras as requiring most protection!

We touched peoples’ hearts. Growth in key brand factors, after only two months:

- Total market share rose by 13%

- "Brand close to me": 40% to 49%

- “MILKA helps to protect my world”: 56% to 67%

- Spontaneous awareness: 78% to 82%

- “For people like me”: 40% to 49%

Additionally:

- 1 million EUR in earned media

- 2.8 million website visits, 567,000 votes

- 54.000 online mentions

- Most active FB fan page in Poland (70,000 fans to date)

…and official Ministry of Environment congratulations!