PRAKTIKER - The Paths of Change
The new era of Praktiker and their change, is so impressive that when you show someone all the new products, you will need to repeat many times from where you’ ve bought them until he believes it! The repetition may become boring. However, sometimes it can be very creative, and funny. Where? Ιn soap operas, of course.
The surprise someone faces when he is exposed to Praktiker’s change inspired the creation of the web series "The Paths of Change" starring Diana and Christopher, whose relationship is "shaken" by the changes that take place in their home. The series follows all the clichés of α typical sapounopera series and expresses the change of Praktiker in a distinct, humorous and ownable way from the brand. The first season consists of 4 episodes that take place in 4 different rooms of the couple’s villa. Each episode shows different products each time.
The objectives of the campaign were the following:
1) further build the new positioning that focuses on brand change, introduced earlier in the same year from ATL communication with the line: «Praktiker. It changes the house».
2) traffic to praktiker.gr and stores
3) boost online / offline sales.
The web series launched at the Facebook channel as a wall activation in which users had the opportunity to answer questions about the content of each episode, claiming some of the furniture that "starred" in the series!
The series is also hosted at YT, IG & landing page / e-shop inside Praktiker.gr where users can buy the products that appear in each episode.
Campaign was promoted in all overmentioned channels via pre rolls, sponsored posts, IG Stories, true view & shopping ads and other.
- 1.000.000 Views
- 3.500.000 Impressions
- 500.000 Reach
- 3.000 positive comments for the campaign