Serviceplan Suisse and Ragusa continue the «Incorrigible» campaign on social media and celebrate the incorrigible traits of the festivalgoers.
With the «Incorrigible» campaign launched last October, Ragusa celebrates the imperfections of the traditional chocolate bar and the people who love it. The incorrigible character traits of the target group were captured in video, OOH and social media ads with tongue-in-cheek headlines.
The campaign continued this summer. An interactive promotion at the Openair Frauenfeld festival and the Gurtenfestival gave festivalgoers the opportunity to present their own incorrigible traits. «This promotion got a younger target group interested in the Ragusa brand and allowed them to experience the brand values first-hand,» explains Brand Manager Fabienne Leuenberger. Facebook and Instagram were used in ways relevant to the target group and festival in order to best reach the various festivalgoer groups at both festivals. Paid and organic posts were used to increase reach, improve engagement and gain more followers on both social media channels.
A multi-stage competition asked the community to choose the most fitting festival trait from a number of different options. Visitors to both festivals then had the chance to present themselves and their slogans, which were printed on signs. This was followed by a best-of video featuring the sunglasses-after-11-pm wearer, the in-mud-in-white-sneakers dancer and the free-hugs giver, who all put in their best performances to try and convince the public to vote for them as the most incorrigible festivalgoer.