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EPICA
EPICA sponsorship integration in "Dances on TNT" show

RAN IN: Russia

CLIENT
Ehrmann LLC

AGENCY
Initiative Russia *Lead Agency


SUMMARY

Just in half a year after launch EPICA yoghurt became №6 brand in Value in its category and consumers flooded social media with positive posts about the brand. In record short time EPICA has become lifestyle brand for young active urban adults who want to live bright life, want to LIVE MORE! How to proceed building trendy youthful brand image in constraints of not big budget vs. big competitors in the category? Integrate the brand into bright and stylish project, just like the brand itself, with good target audience coverage! We've chosen "Dances on TNT" show! Sponsorship integration brought fantastic results in terms of target audience coverage, its emotional involvement, impact on key brand KPIs and its business results!

CASE VIDEO


Audience: EPICA brand Target Audience are females and males 18-45 (with focus on 20-33 y.olds), primarily living in big cities with average+ income. Young, active, modern urban adults with diversified interests, who want to be on trend, feel modern and advanced. They want to get pleasure from life here and now, to fill their life with emotions and impressions, including taste ones. They have conscious attitude to their nutrition, look after their physical shape. They want simple and clear health benefit from the brand, but they also want to have taste and aesthetical pleasure from it.  

Objectives: 1.Target audience brand KPIs growth (brand awareness, trial, penetration, purchase intent) with the help of high coverage cross-media sponsorship project. 2. Growth of target audience awareness of key EPICA product benefits. 3. Build EPICA image as lifestyle yoghurt for young, active urban adults which helps them "LIVE MORE".  

Type: B2C

Language: English, Russian