A story sweetened by Flash; Shibaba gave out croissants!
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Description
360-Degree Campaign for Shibaba
It was undoubtedly one of the biggest and most impactful advertising campaigns of the year 1402 (2023). This campaign, executed by Flash Agency in autumn, aimed to create broad awareness for Shibaba’s main product—the croissant—while simultaneously building an emotional connection with the audience.
Product Technical Description
Campaign Strategy Development
The campaign began with a briefing session where the brand identity and strategy documents were shared with the Flash Agency team. This marked the start of the development process, which included intensive brainstorming sessions to tackle major challenges and leverage Shibaba’s strengths.
One of the key challenges was increasing awareness of the main product name, “croissant.” This required cultural development and dissemination of information to help the audience recognize Shibaba’s offerings. On the other hand, one of Shibaba’s strengths was its attractive and recognizable character, providing a unique touchpoint with the audience. Drawing on this, the brainstorming team came up with the memorable slogan, “Shibaba Croissant, Yes!” This slogan perfectly conveyed the product’s essence while building an emotional bond with potential customers.
Multi-channel Execution
The main challenge in this campaign was maintaining message consistency across different media platforms. The team worked hard to craft a television scenario that effectively showcased the brand’s personality and emphasized the “Yes!” aspect of the slogan. After refining the script to meet client needs, the scenario was handed over to the production team for execution.
In the launch phase, both the teaser billboard and launch stages were scheduled simultaneously to maximize visibility. The campaign ran across TV, billboards, and digital media nationwide. Flash Agency ensured that the message was conveyed consistently across all channels.
Social Media & Engagement
On social media, the campaign enjoyed more freedom and flexibility, allowing for deeper audience engagement. The brainstorming and graphic design teams collaborated to create engaging content utilizing the Shibaba character to reinforce the campaign’s core messages. This approach enabled Shibaba to emotionally connect with consumers and effectively convey the brand identity in an entertaining way.
BTL Activities & Guerrilla Marketing
The campaign’s impact was amplified through below-the-line (BTL) activities that were perfectly in tune with the overall message. Guerrilla marketing and creative sampling were implemented in high-traffic venues such as Iran Mall, Opal, and Book Garden, enabling consumers to experience Shibaba products firsthand. These engaging activities not only boosted brand awareness but also deepened the emotional bond between the brand and the audience.
Campaign Success & Results
The results of this campaign were noteworthy, with statistics indicating a significant increase in sales and brand awareness. The combination of strategic planning, creative execution, and effective media usage made this 360-degree campaign a major success for Shibaba, demonstrating the power of integrated marketing strategies in driving sales and brand loyalty.
This campaign is clear testament to the outstanding performance of Flash Agency in delivering a comprehensive and successful marketing initiative.
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Flash Advertising Agency
- Head Office: Iran, Tehran, Pasdaran, Behestan 4th, No. 8
- Main Printing House: Iran, Tehran, Hakimieh, Northern Water Organization Street, Cheh Novin Alley, No. 25.
Flash Advertising Agency – Your All-Inclusive Brand Partner
Since 2006, Flash Advertising Agency has embarked on the path of providing comprehensive advertising services with a clear vision. Over the years, we've played a significant role in defining and growing the position of various brands by focusing on areas such as branding and marketing strategy, designing and executing advertising campaigns, media buying and selling, creativity and content production, printing, graphic design, and related services.
We believe our clients' success guarantees our own. That's why we consider ourselves partners with brands on their journey of growth, visibility, and building effective communication with their audience. Flash Agency is structured based on specialized departments and employs experienced managers, providing brands with the opportunity to receive integrated, purposeful, creative, and effective services.
At Flash, leveraging our expert and creative human capital, along with the strategic use of various advertising platforms, we strive to meet brands' needs at every stage of their marketing and advertising journey, ensuring they receive a distinct and high-quality experience.
Our Philosophy on Advertising
For us, advertising is not just delivering a message—it’s narrating the brand’s story in a simple, sincere, and impactful manner, creating a narrative meant to linger in the minds and hearts of the audience.
We believe advertising is a stage where both the brand and the audience play active roles, and the advertising agency is the director of this performance: the one who designs the communication path and, by creating memorable moments, firmly positions the brand in the audience's mind.
Our mission is to shape this scene—a scene where the product or service becomes firmly entrenched in the audience’s mind as a solution to a real need in their lives.
Our Services at Flash Full-Service Agency
With over 25 years of experience executing professional advertising across all types of media—from television and radio to digital platforms, outdoor advertising, 360-degree campaigns, and BTL—we are ready to introduce brands to their audiences in the best possible way.
Our main specialized services include:
- Market research and advertising strategy development
- Ideation, campaign design, and creative content production
- Graphic design and visual brand identity
- Planning and purchasing online, offline, and outdoor media
- Renting and executing outdoor advertising (billboards, strawboards, etc.)
- Organizing events, exhibitions, and BTL activities
- Implementing data-driven digital marketing campaigns
- Public relations and extensive engagement with media and influential networks
At Flash, we believe effective advertising is not just about delivering a brand’s message, but also creating a real, human, and inspiring connection with the audience. That’s when a brand gains meaning and becomes unforgettable in the audience’s mind.
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