Ambition Becomes Reality
Context
TREC Nutrition, one of the pioneers and leaders in dietary supplements for athletes and active people, today delivers the most innovative products to millions of consumers around the world. On the occasion of the 20th anniversary of the company, we created a communication strategy and an advertising campaign based on videos and photos. In order to maximally engage the audience and build a credible campaign that fulfills its objectives, we opted for three-step communication. Six stories of athletes, aimed at different target groups, led to the creation of one joint video, which embodied the instilled idea of the brand TREC Nutrition.
About the project
In this project, an Olympian, bikini fitness world champions and talented athletes from Poland, the Netherlands and Iran performed in front of our cameras. We shared their story — a story about the ambition, confidence and support of TREC Nutrition, thanks to which they achieved their dream goals.
The project consisted of three stages.
In the first stage we introduced the stories of the protagonists with six films, each of which was supplemented by a short conquering film, thus building the narrative before the main message.
Second stage focused on achieving goals and fulfilling the story — we prepared a main film with a length of 1:30 minutes, complemented by dedicated, short conquering films presenting individual heroes.
In the third stage we focused on product and sales materials, creating natural, reportage videos with exposure, which further strengthened the message and supported sales activities.
Final Effect
The effectiveness of the campaign has far exceeded expectations. Thanks to a well-thought-out communication strategy, it has been possible to increase brand awareness, audience engagement and sales conversion. A unique achievement was the very low ad negligibility rate — showing that with the right narrative and dynamics, most viewers watched content with full engagement. The project was an international success, promoting the idea #AmbicjaStajeSięRzeczywistością.
Some of the comments from viewers:
• Looking forward to the full-length movie! 😎,
• Beautiful spot 😍,
• The video was very touching 😍.
Campaigns “20 years of ambition” for the Trec brand has brought above average results. The campaign was divided into three stages: the first building the story of the hero, the second about how heroes achieve their success as a their ambition becomes reality and The third element was the product video. Many companies want to do this, but few companies manage to go through these three stages of the “sales funnel”, from building brand awareness, through consideration, to purchasing a product. The icing on the cake was that the video lasted a minute the usual commercials last about half a minute, and we kept 100% of the viewers' attention until the middle of the movie and The entire film was watched by more than 44% of viewers. These results are twice as good as the leading FMCG companies. What I like about working with Ginger is the creativity of the whole team, care for details, a the third thing is a concretely presented vision of the end. So when we start a project, we know from the beginning where we are going.
Konrad Gottlieb
Group Brand Manager