TUC GOES ONLINE

Big time!

Starting point

This case study is about the launch of the Kraft biscuit: TUC in Romania.

Client brief: Generate buzz on the Romanian internet.

Mandatory: keeping the ATL characters (black and white) and the brand promise: Don’t grab anything we can eat, choose TUC!

OVERVIEW

In just 2 months, TUC has become one of the cool brands on the Romanian Internet, with the bigger CTR ever in Romania (online banners).

The internet users responded very well to TUC’s dialogue proposal and we have build the basis for a further successful communication.

TIMING

TUC went online with a teasing campaign, starting with 3rd of March. The reveal came 2 weeks later, together with TUCizatorul, (Facebook application) and Facebook page.

The communication continues even now, without media or other type of support, due to it’s viral characteristic.

CONCEPT

TUC characters are invading the cool side of the internet while they carry the brand message “Don’t eat anything you can grab, choose TUC!”.

TEASING: biggest CTR ever in Romania!The teasing campaign recorded one of the highest CTR rates for a mass-market brand. In fact, we don’t know of a similar case, or even a close one.

Avg CTR TUC banner: 12%! (up to 24%)

Avg CTR banner campaign RO: 0.2%!

You can play with the banner here

TEASING: Traffic on site in only 2 weeks!

This website is no longer online – the teasing is finished by now.

REVEAL

In the reveal phase, we changed the banner with a branded one – logo and message.

We introduced the TUCizator – a cool and friendly Facebook application that has been used over 18.000 times since launch.

REVEAL – Again, big numbers!

The new banner even though it was branded, had an amazing click rate: 13%.

In other words, TUC banner is over 50 times more trusted

or appealing than the average.

You can play with the banner here

REVEAL – invazia.ro

In this phase, the website become less important. The new banner pointed to the Facebook application, instead of invazia.ro.

Still, 10.884 people have visited the website.

You can see the landing page here

FACEBOOK APPLICATION561.574 users have reached the landing page!!!

+18.500 characters

34.862 content shared (content generated by the application and shared by the users, including the characters that appear on the wall of the users)You can see the

FB application here

+2100 fans – all organic! No ads for fan-base growth. (in only one month)

+15.000 page views

4298 active users (people who interacted or viewed pages and posts)

68.630 post views (total number of views of all posts on the Wall)

Fact: the users started to interact with the brand by themselves.

You can see the FB page here

FACEBOOK PAGE

Thank you!