The Practice about the Gusto puffs campaign: ROI is 4 to 1 for the owner
Autor:
Adriana Rosoga
04.07.2010
PR agency The Practice, part of communication group Leo
Burnett, has so far won three prizes at international PR
competitions with the launch campaign. How did the agency end up
taking over the account? The collaboration between Gusto puffs
producer, Phoenix company, and PR agency The Practice started over
a year ago, in May, at the recommendation of Publicis Romania
advertising agency.
Four communication agencies contributed to developing the pro
optimism campaign for Gusto puffs. Publicis advertising agency
created two TV spots which ran in parallel based on a media mix put
together by Optimedia company, both agencies being a part of
Publicis communication group. The PR campaign was conducted by The
Practice, while interactive communication agency iLeo provided the
online support of the PR campaign, both being part of Leo Burnett
communication group.
Media exposure enabled the campaign to have an overall
audience of over 15 million people and contributed to a sales rise
in a very difficult year.
"We cannot reveal the campaign's budget, but we had a very
good return on investment, of around 4:1," says Gabriela Lungu,
managing partner of The Practice.
Last year, Phoenix posted a 19 million-euro turnover, similar
to the 2008 level in euros, and recorded an 8 million-euro business
in the first five months of the year, 6.5% more than in the similar
period of last year.