FONTVELLA
Fontvella, Danone's water in Spain, needed to reposition itself in the market. For this, Kingdom developed a communication strategy that states that thirst is not only about how much water you drank, but also about what you still want to achieve.
ACTIVITIES
Brand Strategy
TV Spot
OOH
Digital
Social media content
Brand Experience
Production
OVERVIEW
Kingdom developed a comprehensive strategy with several communication stages, which crossed online and offline, in an innovative 360 that included online research and immediate responses on and off line. It all started with a TV spot that installed the new brand territory, with a clear call to action, and according to the situation of young people in Spain in the 2012 crisis: "Don't let anyone take away your thirst. And you, what are you thirsty about? Cuentanostused.com".
TV SPOT. SED DE VIVIR.
In FontVella we believe in the thirsty by nature and we want that nobody ever takes away their thirst.
We would like to know everyone's thirst. Those who thirst for love, those who thirst for work, those who thirst for hugs, those who thirst for fun... those who thirst for life. Finally we understood that thirst is not only about how much water you have drunk, but what you still want to achieve, what makes you dream. We ask you to tell us about your thirst because we will be attentive to what you tell us, so that we can help some to achieve their goals. Tell us your thirst and we will try to keep it quenched.
From here, we worked on micromarketing actions, both in public and on the packaging, responding to this thirst according to the needs of people, place and time. Feeding the Thirst for Life. For example:
If Lleida city asked for "good literature" it would receive good literature.
Through a strong digital campaign, the Brand and the Agency knew in an accurate and statistically representative way, the thirst of the Spanish people in each province of the republic in real time.
THIRST FOR GOOD LITERATURE
OVERVIEW
What did we do with this information?
If we found out that Lleida had a thirst for good literature, at that time Fontvella put books in Lleida in public spaces and allowed the bottles of this area to have a QRCode to download good literature on their phones, for free.
THIRST TO HELP THE PLANET
OVERVIEW
Created by Kingdom for Font Vella Barcelona. Water race in a dry riverbed. People run with blue and light blue t-shirts, and in this way, as they go along the river, they "fill it up with water". The brand donates the profits of the race to an NGO that delivers water to places where it does not reach.
THIRST TO FIND TALENT
OVERVIEW
We implemented a competition in social networks aimed at young design students. The work of 4 designers was chosen to express their talent to create commemorative bottles of the brand. To celebrate and share it with people, we participated in the biggest annual celebration in Barcelona. For this purpose, we made giant reproductions of the most creative bottles and placed them in the most emblematic points of the city.
620.000
visual impacts.
50.000
people in the Cathedral of Barcelona.
150.000
people in Playa Cataluña.
+25.500
people in MACBA.
96.000
attendees in the Parque de la Ciudadela.
24.000
walkers in Barceloneta.
120.000
people attending the Piro Musical.
30.000
people in La Maquinista.
These results are significantly relevant for 2012. We were the Agency responsible for developing all the social platforms of Fontvella for the very first time.
Thanks to the impact of the activation, the topic was raised by the media, being part of the news of the main local programs.