IT’S A COMPLEX and INTENSE CAMPAIGN combining Experiential / Digital / PR / Influencers marketing / POS / Promotional activation.

Scope of work:

Strategy / Experiential management / Creative & Design Concept / Web design and dev / Video and photo assets / Copywriting / Digital Campaign management / Promotional campaign management / POS branding / PR support

SPIRIT Fine Paints is our out-of-the-box brand open for inspiring and provocative ideas.

In 2019, THE CHALLENGE of our main yearly project for the brand was how to expand more the brand impact as transformative and bold brand, still with optimal budget and digital media as main channel?

GOING FOR HIGHER PURPOSE in a smart way

We “designed” Spirit Transformations 2019 campaign as a campaign based on real-life experience and social impact. 

SPIRIT Transformations COOL libraries combines social cause with brand image campaign. We build the brand perception through real-time positive change in the interior of important social spaces such as the old, forgotten in the past school libraries…

We involved partners to contribute to the impact of the cause which also reflected in the viral index of the marketing campaign.

On the content side, we developed the campaign on 3 pillars:

  • predominant accent on attention grabbing VISUAL CONTENT – more than 10 videos and supporting photo-shoot materials from all phases
  • multi-faced presentation of the campaign beyond the brand ads – partners, schools and people behind the transformations were on the focus
  • aimed at more owned and earned media vs. paid media

The campaign showcased the multiple aspects of the project and went beyond brand dominance inviting the people that stood behind to be part of the campaign!

TEASER PHASE – HIGHLIGHTING THE PROBLEM AND THE UPCOMING CHANGE

To raise curiosity before the busy first school week, we started with teaser phase emphasizing on the change that is coming and showing the reality first.

3,2,1…START – THE COOL LIBRARIES ARE ANNOUNCED IN THE FIRST SCHOOL DAY

We made a big interior transformation possible and announced it symbolically on the first school day with the desire to provoke the further change in perceptions.

The reveal was supported with the video story of COOL Spirit Transformations, campaign manifest, PR release and partners’ announcement.

 

OFFICIAL OPENINGS OF THE LIBRARIES with the participation of modern Bulgarian writers.

We shared the positive emotion from libraries reopening on official ceremonies in the 3 cities with school members, kids, partners and  contemporary artists.

Opening celebrations were communicated with series of inspirational image galleries and articles as well as PR release, partners and schools coverage.

 

 

ON FOCUS – ATTENTION TO THE TRANSFORMATION IN EACH LIBRARY

Going further with the campaign, we revealed the real process of Transformations and lift the curtains on how they happened in the video rubric “On Focus”.

WHAT A BETTER WAY TO SEE THE TRANSFORMATION THAN 360° VIDEO?

To inspire was our top priority and we dive our audience in inspiration with 360° video of before & after atmosphere in Sofia’s library.

PARTNERS TALK – THE CHALLENGES IN FRONT OF THE TRANSFORMATIONS

Transforming Old-School libraries into COOL modern spaces is a huge challenge and we revealed those challenges through the eyes of our partners – Spirit COOL designers & Wall artists in the rubric “COOL artists”.

 

SHOWING SPIRIT IN ACTION – RELEVANT PRODUCT INTEGRATION IN THE CAMPAIGN 

We created content focusing on the SPIRIT products in action during the process of transformations thus making more emotional and memorable connection between those who love the campaign and the brand.

THE INSPIRATION HOURS – SHOWING IN PRACTICE HOW THE LIBRARIES CAN BE BROUGHT TO LIFE

We also had to prove that the COOL libraries with Spirit could spark the creativity in children. Writers, an interior designer, a TV host & journalist, and visual artists were among the motivational speakers who went to the new libraries and transferred their spirit to the youngsters during “The Inspirational Hours”.

INSTAGRAM – VISUAL RECOGNITION AND INFLUENCERS INVOLVEMENT

We spread the Spirit inspiration on Instagram and enlarged it with a special Spirit Giveaway activity – highly supported and shared by influencers.

TRADE CAMPAIGN UNDER THE MAIN CREATIVE CONCEPT

And last but important – beyond the image campaign in that period, there was a trade campaign in KA oriented to product purchases.

The creative concept was consistent with the image campaign style and also the prizes were in the topic – annual subscriptions for the biggest Bulgarian online platform for video lessens.

IMPACT ACHIEVED

Тhough the invested budget for the digital campaign was 10% of total project’s budget, the brand presence in Facebook, Instagram generated 55700 minutes of video views and 1 000 000 coverage in 3 week period.

Our PR approach lead to a big amount of publications covering the positive story. The national broadcast media covered the project starting a discussion about the school libraries and the children‘s attitude toward the books.

At the end more schools declared wish to run their libraries through Spirit Transformations. And a bigger story has started.