Why did we do it?
White bread of bakery Eesti Pagar called „Perenaise sai“ has strong position in country area and also among middle-aged and older people. Goal of the campaign was to attract more younger people and families with children. In addition to Facebook the challenge was to find new channel to engage consumers.
What did we do?
White bread is eaten every day, so we approached families and kids via what is for them an everyday channel – the e-School. However, we did this in an innovative way, using „Perenaise“ poetry contest and brand draw. Prizes were products of Eesti Pagar and excursions to bread factory.
What was the result?
The number of entries submitted to the ‘Perenaise Rhymes Line Up’ contest exceeded even the most optimistic expectations: 422 classes from 377 schools all over the country entered. Poems and songs were submitted in Estonian, Russian and English. Feedback to to all activites was very positive.
In the Media Act of the Year awards the ‘Perenaise Rhymes In Line’ contest in the e-School received the title of the most innovative media act in Estonia in 2014.