The Italian group, Sofidel, is one of the leading European manufacturers of paper for hygienic and domestic use. Its flagship brand, “Regina”, is present in all leading markets, making Sofidel the second largest manufacturer of tissue paper in Europe.
The agency I worked for was in charge of advertising an upcoming contest where customers could win a cash prize in the amount that would cover their utility bills for a year.
The communication medium were billboards, POS and ISP. The campaign was divided into teaser and revealing posters. The main character, Milla the Ant, was unknown to the general public and this was a great way to introduce her, since she is featured on the product packaging. But even if someone made a connection to the company, it was almost impossible to guess the solution to the question posed on the billboard: “Are your utility bills too high?”
We pitched the idea with following photo montages and the third one hit the spot.
After two weeks, during the night, the billboards were replaced with posters that offer a solution to the teaser using a very familiar visual element; namely, in Croatia bills are paid using a “common pay form”. This form was “filled out” with the brand name and the amount to be paid “for your utility bills on a consumer card”.
The in-store promotion started on the same day as the new billboards, promotional material was designed accordingly: promotional stands, product flyers, product stickers, wobblers, shelf dividers and shopping cart ads.
For other products’ ISP purposes, we developed promotional stands.
The customer was very pleased with our work. An extra point was added for the visual presentation and 3D visualizations of the products during the design adjustment phase.
