Single-minded proposition: Clever food storage solutions

HOW FAR

The key uses and enthusiasm to

buy Sistema fresh, lunch and to-go products are exaggerated, with items not usually given much thought made more visible in

entertaining ways.

WEB VIDEOS (YouTube /Facebook)

Videos with voiceover or optional subtitles fitting a

similar formula to a web comic with repeated panels

containing variations on the same joke explore a range of Sistema products increased and then eventual comedic

overuse.

Social Media Posts (Facebook/Twitter)

Bite sized versions of the normal

use, enthusiastic use, then hilarious overuse product examples are delivered in

sponsored posts in styles that suit the medium.

User Generated Content (Facebook/Instagram/Twitter)

Customers are encouraged to

interact by submitting their own examples of product use and be

rewarded with Sistema gift packs for the most educational

and entertaining entries.

Sponsored posts include incentives to buy, and incentives

to add to campaign.

In Store

An entertaining in store demo will

pop up in retail locations across the company, complementing the format

of the other executions alongside the products in store on display as

well as creating video content.

ADSHEL

Animated Billboards nearby place of purchase display variations of same idea, showing, normal use, enthusiastic use, then

hilarious overuse of popular and lesser known Sistema

products.

WEB VIDEO STORYBOARDS

WEB VIDEO STORYBOARDS

ADSHELL (ANIMATED BILLBOARDS)

ADSHELL (ANIMATED BILLBOARDS)

ADSHELL (ANIMATED BILLBOARDS)

SOCIAL MEDIA (BITE SIZED VERSIONS)

LIGHT HEARTED IN STORE DEMO

RATIONALE

The ‘How Far’ Campaign is designed to amplify the customer sentiment expressed by enthusiastic Sistema users by encouraging more people to identify the value of using Sistema products more and more. Exaggerated versions of product use, starting at everyday use, then progressing to enthusiastic use and finally entertaining examples of overuse are presented in a variety of formats. The question being asked about each product line is ‘how far can you push it?’ to put it another way, how much of a Sistema fan are you. The degrees of enthusiasm are all presented in a fun way and the products dispersed within the example stand out as clever and logical objects surrounded by lighthearted characters and situations. Sistema fans have already gone out of their way to interact with the brand via hashtags, with many examples of enthusiastic use already in existence as user generated content in the ‘your photos’ tab of the Sistema website. The ‘How Far’ campaign aims to celebrate the tone of these posts and create high quality sponsored content that challenges anyone who enjoys the product to keep trying new products and making use of as many as possible. Sistema plastics has so far only an official presence on YouTube. The campaign would coincide with Facebook and Twitter accounts being set up and maintained. Instead of appearing to be missing from these platforms, they will kick things off with content suitable for social media and be known for their good humour. Customers will feel more brand loyalty as a more human element is added to Sistema’s marketing. The campaign will suggest people who use the products get more involved. This will Include promotions for submitting user generated content in theme with the campaign. The unscripted origins of the campaign will be revisited when product demos bring the products enthusiastic use to life at point of sale in selected supermarkets, with the demonstrations intentionally setup to not take themselves too seriously, leaving the products themselves to speak for themselves as clever and practical objects everyone already understands relatively quickly. The in-store demo’s will intentionally go wrong, and candid moments will be captured as video. The combination of elements should increase product purchase, use and customer interaction.