With a budget much smaller than its rivals', a campaign that was carried out over six weeks, with three spots broadcast on TV channels, brought Cava D'Oro brand of Alexandrion Group's portfolio a 4.6% market share increase and 35m-euro sales.
Robert Tiderle, 35, in 2002 founded his own advertising agency, Papaya Advertising, after having worked in marketing for Connex (the current Vodafone Romania) and with advertising agencies such as Tempo or Grey Worldwide. The agency's operations started, though, in 2005, when Papaya created the first campaign. "Since the firm was created, in 2002, for a year and a half we had an exclusivity contract with Alexandrion, for advertising and marketing services. The Alexandrion Group experience has helped me a lot in the agency's activity".
Tiderle maintains Papaya managed to create a portfolio before operating on the market as an agency.
For the Cava D'Oro brand, a low-priced alcoholic drink in Alexandrion's portfolio, which brought it the grand award at the sixth Effie Gala, Robert Tiderle outlined the promotion campaign, "O picatura de stil in viata ta" ("A drop of style in your life") three years before it was put into practice.
The entire budget for Cava D'Oro campaign did not exceed 400,000 euros.
Cava D'Oro brand entered the Romanian market in 2005. Beside the small budget, the foreign and untranslatable name of the brand was the main challenge for Tiderle. " (...) I had the idea of turning the name, the biggest disadvantage, into a advantage. As we couldn't take Cava D'Oro into the consumers' world, we said 'Ok, we'll take the consumers to Cava D'Oro world, a stylish world'," Tiderle recalls.
The campaign's target was to boost sales by 25%, but they rose by 45%, and market share went up from 9.8% to 15.2%. Gross Cava D'Oro sales in 2008 amounted to 35m euros and the brand was the third best selling brandy brand domestically. The Cava D'Oro campaign brought Papaya 3 awards at its first participation at Effie 2009.
"We are 7 people at the agency and last year generated 6.5m-euro turnover. Other agencies have 50 people for the same type of business and the same revenues. This means Papaya system is efficient".
Tiderle says he plans to hire another 2-3 people by yearend. The agency has so far operated investments worth around 2m euros.
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