Energize (安耐齐) is a creative agency with digital DNA, based in Amsterdam and Shanghai, focusing on marketing campaigns that support brands in China with retail activation, either in physical stores or e-commerce. The marketing campaigns the agency develops for its clients earn the attention of consumers on social media channels/platforms and then effectively turn the attention earned into consumers’ action (for example sampling, couponing, sales, store visits, CRM data etc. etc), bridging the gap between digital marketing and retail activation.
Challenge: To create attention for Dr. Oetker’s frozen pizza brand Pizza Box online and turn this attention into offline sales.
Solution: Research showed 49% of the Chinese urban population says "I would rather stay at home than go out after work." Based on this trend, Energize launched a music video that claims Dr. Oetker’s Pizza Box is best enjoyed when totally comfortable. Or in other words: when staying at home relaxing on your couch.
The music video aims to earn attention online, while point-of-sale activations turn this attention into action. Using custom-made premiums, promo codes and updated packaging, the campaign bridges the gap between online and offline. This campaign is the first step of the brand to promote a culture wherein people are proud to share the moments they are totally comfortable at home, eating pizza. Making staying at home the new cool.
Results: Impressions: 46,372,942; Video views: 545,000; Replies: 12,408; New Weibo fans: 9,051