In demonstration of its belief in the popular axiom that “life itself is a collection of stories,” the La Casera Company, maker of La Casera Apple Flavour carbonated soft drinks, has unveiled a new thematic campaign, ‘Share your Story, Be a Star,’ to further delight and engage its teeming consumers.
Contrary to most thematic campaigns that are usually one way communication, the new thematic campaign is designed in a way that engenders interaction with the target audience and encourages them to participate in the conversation.
Speaking on the campaign, Mani Siddartha, group brand manager of the company, says the new theme campaign is designed to increase the bond between the brand and the target consumers in an exciting way, as the campaign is pivoted on excitement, energy and fun, the three major intrinsic brand offerings of the drink.
“The new theme campaign promises to exude a lot of fun and excitement while engaging our consumers. The ‘Share Your Story, Be a Star’ campaign, is an entirely captivating one with a new twist to it. This is so because at the end of the campaign, the winner gets to star in a TV commercial,” according to Siddartha.
Commenting on the campaign, Gary Carlton, general marketing manager, CBTI, describes the campaign as thrilling and expandable platform that will build an emotional connection with consumers by encouraging them to share personal and exciting stories for a chance to win prizes, with the final winner starring in a TV commercial.
“Consumers would have the chance to participate in special radio hypes on the ‘Share Your Story, Be a Star’ campaign in selected popular radio phone-in programmes on leading radio stations in key cities in Nigeria for a duration of two month. Consumers are expected to call into the programme to share their story for a chance to be a star” Carlton says.
It would be recalled that the La Casera Apple Story commenced last year as part of the activities lined up to celebrate the 10th year anniversary of the La Casera Apple Drink, which also served as the theme campaign for 2012. The ‘Share Your Story, Be a Star’ Campaign is a continuation of La Casera Apple Campaign, but more exciting, as the winner of this campaign gets to star in a TV commercial.
Stories DANIEL OBI
