{"id":1488,"date":"2018-02-05T13:12:13","date_gmt":"2018-02-05T11:12:13","guid":{"rendered":"http:\/\/socialfreaks.org\/blog\/?p=1488"},"modified":"2023-07-12T16:19:54","modified_gmt":"2023-07-12T13:19:54","slug":"le-petit-nicolas-case-study","status":"publish","type":"post","link":"https:\/\/blog.socialfreaks.bg\/en\/le-petit-nicolas-case-study\/","title":{"rendered":"The big successes of little Nicolas"},"content":{"rendered":"

Little Nicolas was just an idea when we first met our clients from \u201cLe Petit Nilocas\u201d. The concept was intensive, the time \u2013 limited and we took the challenge to build a brand from zero to give it a life, to present it with the dignity the concept deserved and to leave when the client was supposed to proceed by himself.<\/span><\/span><\/span><\/span><\/p>\n

The concept:<\/b><\/span><\/span><\/span><\/strong>\u00a0Creating a center for kids and adults that combines the triple concept of: 1.caf\u00e9 and eatery with lunch menu, healthy fast food and catering for kids parties; 2. indoor playground for kids with personal attention\u00a0to the kids, fairy \/fabulous\/ interior from wood and the only place in Plovdiv that kids can play under the secure real-time video surveillance and be watched by their parents;3. English learning center Helen Duron – global institution mainly well known in Sofia and in more than 30 countries around the world. The concept of the\u00a0eatery was serving\u00a0fresh and healthy food \u2013 which is not offered by any other child\u00a0center in the city of Plovdiv, most of them usually serving frozen french fries and different ready-to-cook foods like chicken bites, which every kid loves to eat.<\/span><\/span><\/span><\/p>\n

Tasks:<\/b><\/span><\/span><\/span><\/strong><\/p>\n

1. Build and impose a new brand and logo that clearly and easily communicates the mission and the vision\u00a0of the business model.
\n2. Develop a full communication campaign before the opening of Le Petit Nicolas.
\n3. Working on a new corporate website with an online store, through which the customers can order food for home or to reserve it for takeaway.<\/span><\/span><\/span><\/p>\n

1.Work on building a brand \u2013 creating logo and identity<\/b><\/span><\/span><\/span><\/strong><\/p>\n


\nOur work on researching and creating a conception for new brand vision began with 3D visualization of the interior design of Le Petit Nicolas, which was a mix of a rustic style, felling of a French bakery, modern interior, and innovation. Inspired by the concept we created the little character of\u00a0Nicola in traditional colors, filling the interior and the spirit of the place. We created a slogan and key message for each activity of the center. We had only two months,\u00a0during the renovation process of Le Petit Nicolas, we announced the coming opening with posters with visualization of the interior and we proceed bravely ahead.<\/span><\/span><\/span><\/p>\n

\"logo\"<\/p>\n

\"logo1\"<\/p>\n

\"logo3\"\"inter\"<\/p>\n

2. Creating a campaign \u2013 why, what and how we did it<\/b><\/span><\/span><\/span><\/span><\/strong><\/p>\n


\nThe place was different and the target of the type of services provided\u00a0was quite a different from the traditional target of kids\u2019 centers. First of all, we needed a\u00a0\u201ccarrier\u201d from the three different services for kids, which Le Petit Nicolas combined and we unanimously decided it should be the food.<\/span><\/span><\/span><\/p>\n

We had to reach the parents, who would never encourage their kid to eat in the popular fast food\u00a0chains to get a toy. Parents who consciously make an everyday choice to eat healthily \u2013 they often prepare\u00a0their own food for the kids, shop high quality and fresh products, keep and cook the recipes from their parents and grandparents. And because we did not just offer bio or vegetarian meals but fresh food, made by products with a verified origin, we decided simply to tell it and show it. Before that, we wanted to make\u00a0some\u00a0noise and we came up with a teaser campaign with a\u00a0running period of\u00a0 2 weeks via\u00a0offline and online communication in Plovdiv to ask the target group \u2013\u00a0\u201c<\/span><\/span><\/span>Is it wrong?\u201d<\/b><\/span><\/span><\/span><\/strong>.<\/span><\/span><\/span><\/strong><\/p>\n

\"LPN<\/p>\n

We took a picture of a sandwich, which Le Petit Nicolas intended to offer to its clients \u2013 with its own baked leaven bread, fresh vegetables, and cheese. We didn’t photoshop\u00a0the photo but just added a reaching\u00a0kid\u2019s hand and asked the question \u201c Is it right or wrong for a kid to eat sandwiches?”<\/strong>.<\/span><\/span><\/p>\n

Several billboards on the main junction in Plovdiv with a lot of traffic and bored drivers were inviting the customers to visit the website and decide is it wrong or right for the kids to eat sandwiches.\u00a0Our preliminary tests on the target audience gave us the confidence that the slogan and the visual would\u00a0provoke huge interest and would arouse\u00a0the imagination and the different assumptions\u00a0about the service\u00a0Le Petit Nicolas offers and what kind of message it was conducting\u00a0to the <\/span><\/span>user<\/span>. The opinions varied from a social campaign against children’s obesity to new place for fast food and so on.<\/span><\/span><\/p>\n

 <\/p>\n

 <\/p>\n

\"\u0431\u0438\u043b\u043b\u0431\"<\/p>\n

\"\"<\/span>
\n<\/span><\/p>\n

Billboard<\/p>\n

When the user comes to\u00a0the landing page from the teaser campaign, which was active for 14 days, the users had the option to vote on whether it is right for the kids to eat sandwiches or not. After the vote, their choice was shown in real time\u00a0voting\u00a0on the landing page. We had previously added Facebook pixel & Google remarking codes to the landing page, so we could have the possibility to displayed the result and to reveal the truth after the end of the voting.<\/span><\/span><\/span><\/p>\n

\u00a0<\/span><\/p>\n

*Link to the landing page at the end of the campaign:\u00a0http:\/\/nicola.bg\/index_landing1.php<\/a><\/span><\/span><\/span><\/p>\n

\"right-wrong\"<\/p>\n

We consciously delayed the release of the Facebook page and we did not plan any publications before the start of the campaign. We used the main visual\u00a0for video cover and created a set of animated post and carousels in which we also asked the social media users in an attractive way. We precisely selected the audience and kept an eye on responses to our message of the different target groups \u2013 residents of the housing complex, in which Le Petit Nicolas is situated, women with kids from Plovdiv and users interested in healthy eating and quality food.<\/span><\/span><\/span><\/p>\n

Facebook cover:<\/b><\/span><\/span><\/span><\/strong><\/p>\n

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