Wednesday, June 24, 2009

Zuji "Zuji Beans"

Zuji, one of the world's largest online travel companies needed to drive more people to their website. They needed to get people thinking about booking a holiday when the world financial crisis was looming and saving money for a holiday was not at the top of people's minds. They came up with the strategy 'Helping Holidays Happen'. From there they discovered the best way to help people was to save them money for a holiday. They began creating everyday products and selling them at a very low price, this way people could save more money for their holiday. They began by producing Zuji Beans and selling them for just 10c a can. From their factory doors Zuji Beans were transported and sold in Zuji Bean shops throughout the country. The campaign grew to include above-the-line advertising, delivery trucks and even our very own Zuji Bean staff members. The first major shipment of Zuji Beans were sold out in the first month and as a direct result, the Zuji website recorded a 38% increase in search traffic. The website experienced the highest number of hits it had ever had in that time and Zuji Beans became a hit on over 3,550 blog sites nation wide. After the massive success of Zuji Beans the client extended the ‘Helping Holidays Happen’ campaign to include the entire Asia-Pacific region. With thousands of Zuji Bean cans now kept in cupboards across Australia, the Zuji brand is now literally a household name. During the financial crisis people had forgotten about holidays as an option and they needed to remind them that Zuji was the brand that helped them go. With promotion they could be topical, saving people money with Zuji Beans when they most needed it. Promotion also allowed them to advertise to their market at the right time - when it was holiday season. The interactive nature of promotion allowed them to set up Zuji Bean shops and sell the beans, which enabled the Zuji brand to enter the food cupboards and households of consumers all across the country. Gold & Bronze Cannes Lions Promo Winner.

Agency: Happy Soldiers Sydney - The Hallway/1220 Redfern, Australia.