1 July 2007 - Cerebos Live Issue 38
New Riva Viva campaign
An innovative television commercial, charged with vibrant energy, was the linchpin for the Riva $2.5 million advertising campaign launched in May.
Behind the scenes, work had been well on the way for six months, with the Riva team setting new objectives for the brand. The challenge was to step-change the performance of Riva to provide sustainable growth to deliver the vision of 'The Great Coffee Company'.
Riva needed to find a place they could own in the coffee category for both consumers and trade and to redefine the coffee category. Communicating the same way as the incumbent leader would not move the brand to a truly competitive position.
Riva Brand Manager, Martina Ryan explains, "We found that Riva could specifically target the younger consumer in the 25-35 age group. The campaign 'Riva Viva' was designed to 'create the extraordinary from out of the ordinary. You can make the most out of the moment'."
To hone the campaign concept of Riva Viva, creative agency Colman & Partners described the target audience as in 'life stage transition'. They are young enough to still desire a life full of fun, yet old enough to have responsibility. They still know what the inside of a nightclub looks like, yet may have recently taken on a mortgage or started to have children.
This new direction for Riva was researched with consumers, with outstanding results. Of 433 people surveyed, 85 per cent knew the ad was for Riva, 69 per cent thought the ad was highly appealing or appealing, 67 per cent thought the ad was fun/energetic/exciting/funky and 39 per cent of people said they were more likely or likely to purchase Riva after seeing the ad (source: I Link Quick Poll May '07).
The commercial is set in a supermarket and features four people, with complex dance sequences using shopping trolleys. There were 40 hours of dance rehearsals prior to all-night filming - 4.30 pm to 6.30 am the next morning.
Martina continues, 'Unlike other TV commercials which have a number of scenes, this ad was shot in one sequence giving it a high energy effect. The precision of the dancers with the trolleys is quite amazing. There were 45 takes and then the best one was selected. It's unlike any other commercial with strong appeal to the target market.'
The television campaign encompasses an Australia-wide schedule of peak programs including Rove, Grey's Anatomy, Desperate Housewives, Big Brother, and It Takes Two.
Martina explains, "Together with Match, our media strategy agency, we set out to develop a wider understanding of how our target audience interacts with various forms of media. As advertisers, we have to find more innovative ways to engage consumers in today's cluttered media environment. We have also been working with Mediacom, Australia's largest media buyer, to ensure the optimum media buy."
'The most effective media channels for reaching consumers often goes beyond traditional media. We looked at other forms of communication to provide a more integrated approach and we are complementing the TV schedule with cinema, magazine, on-line and viral [email] media.'
The cinema activity will provide maximum impact on the large screen. Specific new-release movies include Because I Said So, 28 Weeks Later, Georgia Rule, Spider-Man 3 and Pirates of the Caribbean: At World's End.
Magazine activity includes specific advertisements placed in Who magazine. The on-line activity links up to a Riva micro site www.rivaviva.com.au with the TV commercial itself on-line and there is a proof-of-purchase consumer promotion.
Martina concludes, 'Everyone at Cerebos has done an amazing job. There are those involved with the planning of the product who have worked hard, sometimes into the night, contacting our overseas suppliers so we always have enough stock. Also our field reps who constantly drive the brand at store level with shelf maintenance, brand promotions, displays and hangsell units in grocery stores. It has been very much a team effort.'
--Christine Deston, Inside Edition