UNILEVER TSERIOTIS CYPRUS | Life Dreams
In store cause-related activation for all Unilever brands in ALFAMEGA Hypermarkets Cyprus, aiming to support the “One Dream, One Wish” NGO.
CHALLENGE
The client requested a cause-related activation that will reflect the organization’s ongoing commitment to contribute & support the local society. The main challenge was to find a differentiated and original concept, not targeting environmental causes, which have been the focus in the past years.
SOLUTION
After a careful mapping of the NGOs operating in Cyprus, we selected the ‘One Dream, One Wish” organization and after speaking to them about the various programs they run, we proposed to Unilever Tseriotis and ALFA MEGA an original cause that carries a very optimistic message: the funding of university tuition fees for 10 students who have suffered from cancer.
The “how to” of the activation was real simple: part of the revenue from the purchase of UNILEVER products at ALPHAMEGA chain’s stores, was donated to cover the tuition fees.Our agency designed all the communication materials (TVC, Digital & POP materials, etc.), the program’s brand identity and all the material needed for the Press Conference and the media relations program that helped promote the program.
