Category: Best Use of Games
Advertiser: NEGRONI SALUMI
Product/Service: NEGRONETTO
Agency: A-TONO
Creative Director: Sergio Müller (A-Tono)
Planning Director: Sergio Müller (A-Tono)
Art Director: Stefano Gianuario (A-Tono)
Copywriter: Laura Stefanelli (A-Tono)
Head Of Mobile Development Lab: Giuseppe Marletta (A-Tono)
Project Manager: Giuseppe Costa (A-Tono)
Account Director: Laura Cigognini (A-Tono)
Account Manager: Chiara Carusotto (A-Tono)
Media placement: mobile app - app store - android market - 22 october 2011
Media placement: facebook app - fcebook - 22 october 2011
Media placement: dedicated minisite - salamurai.it - 22 october 2011
Media placement: mobile adv - iAD - inMobi - 22 october 2011
Media placement: facebook adv - facebook - 22 october 2011
Describe the objective of the promotion.
Negroni is an iconic Italian salami brand, with great awareness amongst the traditional families, but it is not so relevant anymore to the younger audience, who are more internationally aware even in terms of their food choices.
We've been asked to win them back and get them in contact with the brand again, to start building a new, playful relationship.
Describe how the promotion developed from concept to implementation.
We gave tradition a twist with ‘Salamurai’, a game available for mobiles, tablets and web to relevantly engage this target.
Gamification can be a very direct way to talk to them, and this is how we've done it:
Salamurai is a challenge to make the best panino in Italy, slicing bread and salami with a swipe, collecting points and sharing them in the weekly rankings. This is then when the user becomes a media, and the virtual game becomes real and rewards the best players with appealing prizes. Can be played via mobile, facebook APP or the dedicated minisite.
Explain why the method of promotion was most relevant to the product or service.
It's a digital product experience, brought in the most compelling way to the target. We let them advertise the brand through their sharings, boosting response with a contest.
That's when the virtual game becomes real: the points achieved while playing must be published in the national ranking and shared through social networks to win weekly and final prizes. We brought fun back to salami consumption.
Describe the success of the promotion with both client and consumer including some quantifiable results.
With a €25,000 production budget and €10,000 for mobile and Facebook ads, it achieved 33,575 mobile downloads with 33% profiled users, +25% Facebook fans with up to 19,205 daily users, 24,872 unique site users with 6 minutes average stay.