The goal of campaign was to increase the recognition of brand AVE - brand of meat and meat product’s from Group Panvita. The emphasis was on Group Panvita’s parade product group AVE grill with the aim to increase the brand engagement and to boost the sales of AVE grill products in comparison with the comparable period from last year.
We upgraded the existing marketing strategy for the brand of meat products AVE: we improved the previous »AVE challenges« with the concept of even higher consumer involvement. Consumers co-created advertising campaign and felt about it as it would be their own. In »AVE star challenge« or in the first stage of advertising campaign, consumers were involved via Facebook. We asked individuals to send us »gourmet themed« photographs. Award was a performance in TV ad and other media and the possibility to enter the second phase of the competition. On casting, jury chose four winners that in the second phase, in »AVE gourmet challenge«, competed for the title “The best AVE gourmet 2011”. Competitors promoted AVE products and themselves with the help of promotional tools that were prepared in advance like TV ad, radio ad, blog on website www.aveizziv.si, poster, leaflet and promotion car that was at the end given to the winner in permanent ownership. At this stage in competition contestants engaged themselves a lot since they needed to make their own promotional activities. They organized different events, photo documented their activities, film video content and similar and try to persuade the consumers to vote for them via SMS. Consumers could follow the latest happenings in campaign AVE gourmet challenge on the Facebook page and website of AVE challenge. Campaign concluded with public announcement of the winners in one of the larger shopping mall.
Campaign reached far beyond expectations with the results remarkably higher from the expected: Knowledge about AVE brand increased for 6,6 percents, frequency of website www.aveizziv.si visits increased almost for three times in comparison with the same period last year. Number of Facebook page fans increased for three times and the number of views of individual post on Facebook page increased for six times. Even that the primary goal of campaign wasn't to increase the sales of the products, it's very positive that the campaign had also direct influence on the sales of AVE grill products, that increased for 15%, which represented even bigger success in the time of recession.
