BLUETOOTH CAMPAIGN
ZAGORI & ACTIONAID

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CASE STUDY

CLIENT ASHLEY HOLMES
BRAND ZAGORI
PLATFORM MOBILE

Zagori is a leading table water brand in Greece. Just prior to this campaign they had undertaken a large scale CSR project in Kenya, in collaboration with Action Aid delivering drinkable water to 43.000 people who did not have access to clean drinking water until that point. In order to raise awareness for these issues, Zagori put together a large ATL campaign that featured a TV spot with a music track whose popularity exploded via the internet. This tune was extremely desired but not available for the general public. In cooperation with Ashley Holmes Athens, we implemented a BTL promo mechanism that involved distributing this tune in the form of a ringtone in major Greek cities such as Athens, Thessaloniki, Patra, Ioannina. Utilizing portable bluetooth stations, we travelled across Greece with promo teams raising awareness for Zagori and Actionaid's work. Apart from getting a description of the project in Kenya, those who activated the Bluetooth connectivity of their phone received the tune for free. It was not long before we met consumers who had already received the tune from friends.