Brief
In April 2020, during an ongoing COVID-19 crisis Bulgaria had a deal with UAE for the exchange of medical equipment. When the goods reached Sofia airport 13 out of the 15 tonnes announced turned out to be dates.
Idea
As you might guess, dates came as no surprise to local citizens but just as the latest absurdity of local governance. Bivol, Bulgaria’s most respected investigative media broke the story. Battling Covid with dates from Abu Dhabi was news to become viral on social media.
Execution
36 minutes after the news broke we made a post and the next 24 hours to follow swept the Internet. Even Bivol gave us a shout out. Mainstream media and influencers started to talk about Kasaba.
Results
The following week saw Kasaba as the most sold rakia in the country.
We got staggering over 1 000 000 organic reach (in a country of 7 million). 150 000 BGN earned media. 40 000% increase in sales.
All that with 0 media budget.
It sounds absurd but it’s not. Thank you for the dates.
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creative director: angel iskrev
copywriter: matthew stoyanov
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