Company: Lounge Group, Budapest, Hungary
Company Description: Lounge Group is one of the biggest full service communications agencies in Hungary, operating as a coordinated organization, so it can quickly and efficiently manage comprehensive integrated campaigns.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Consumer PR for an Existing Product
 Nomination Title: A Summer of Preloved Tales
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Launch: 18 May 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 114 words used.
A dining table next to which you learned: you are going to be parents. Your little girl’s first bike.
Jófogás, the largest digital marketplace and one of the leading e-commerce brands in Hungary believes in the power of preloved items: purchase them to open a new chapter in their sagas.
Jófogás aimed to spread the concept of preloved and to reposition secondhand "stuffs" via a data-led, integrated storytelling campaign with creative OOH media solution, in a single market (Hungary).
Objectives:
1. Increase ad placements on Jófogás.
2. Strengthen brand recognition and reputation of Jófogás all around Hungary.
3. Spread the concept of preloved, encouraging everyone on a national level to share their preloved stories.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 241 words used.
In May 2022, we established our data-led PR platform with big data analysis and our own online survey about preloved secondhand items.
1. We reviewed 2M+ online ads with Jófogás’ business intelligence team;
2. With an online survey on Jófogás.hu, we gathered info about the emotional aspects of the topic (with 8K+ participants).
Data and people both agreed that preloved items with exciting, alluring stories are worth more and even sell faster - connecting consumer behaviour and preferences to business and brand goals.
An ingenious insight that we aimed to amplify during our multi-phase national campaign.
We planned a data-led, integrated storytelling campaign with a rich variety of communications tools and channels (incl. outdoor media solution) to reach the widest national target groups, revolving around the power of preloved stories.
To engage a great variety of consumer/user personas, we involved 2 internationally listed authors and 1 poet (enriching our campaign's storytelling aspect), 1 LGBTQ icon, 1 iconic lifestyle celebrity, 1 chef, 1 fashion designer, 1 BMX world champion, 1 chart leader DJ, 1 Gen Z pop star and 1 best-selling rapper for our campaign.
With their legendary preloved possessions that come with incredible, never-before-heard stories, we made them our ambassadors to spread the preloved concept and all the related values that can be linked to Jófogás' product.
Our message:
“From afar, they may seem like ordinary secondhand stuff. But if you step closer, you can learn their extraordinary stories.”
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 249 words used.
After the pre-comm phase based on our research's findings, from June to August 2022, we implemented a PR-led integrated storytelling campaign with creative OOH media in Budapest, capitol of Hungary: placing preloved personal items and highlighting legendary stories of 11 nationally known celebrities in unique citylights. (In addition, we placed dozens of other citylights with maps of the 11 unique ones and info about our campaign in 15 of the largest cities in Hungary to support digital conversion to Jófogás’ digital platforms.)
We supported our creative outdoor solution with formidable digital presence (with the aforementioned 11 influencers, focusing on social brand activation on Facebook, Instagram and TikTok), and intense PR activities with earned media coverages segmented by the influencers involved, WoM and various PR-led native cooperations about the emotional side of (and memorable stories about) secondhand transactions.
Some of our influencers even advertised their own preloved items on Jófogás.hu with their valid, personal profiles and even more preloved stories - tying the Jófogás brand and our ambassadors even tighter.
CAMPAIGN RESULTS
BUSINESS: 20% increase in total ad placements.
BRAND: 2X increase in outdoor brand recognition (source: Penetrace).
PR: 15.1M media impressions (out of a total 10M in Hungary).
SOCIAL MEDIA: 2.4M direct reach & 134K engagement.
B2C EDMS: 1.4M direct reach & 142K unique link clicks.
STORYTELLING: 2 original short stories and 1 poem were written of preloved items and numerous personal preloved stories were shared on all SM platforms, successfully expanding the preloved universe.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 9 words used.
Case Study Video (uploaded to Vimeo)
Campaign Summary (PDF)
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