Challenge: Emergen-C tasked Zenzi with the goal of promoting the Emergen-C brand and the company’s commitment to the cause of breast cancer awareness. Emergen-C’s objective was to promote its “Pink Lemonade” product to a youth demographic and make the community aware that 50% of proceeds for this product went to support their cause marketing partner, the Keep A Breast Foundation. Zenzi proposed a state-wide college tour with a wrapped RV bus, a great cross-promotional partner, “cool” giveaways and a doctor on board to educate women of the importance of breast health.

Solution: Zenzi conceived and planned a State-wide college tour with a wrapped bus, a great cross-promotional partner, “cool” give aways and a doctor on board to educate women of the importance of breast health. Zenzi chose the perfect cross-promotional partner in Roxy the girls action sports clothing brand, branded the tour and the bus wrap with a cool youthful look. The tour kicked off at the Roxy Jam surf contest in San Diego. Zenzi coordinated and contracted with UCSD, UCI, UCSB, USC, Cal Berkeley to promote and sample Emergen-C and educate college women on Campus about breast health and the importance of self examination. Giveaways included Roxy flip flops, cotton candy, and pictures with celebrity surfers.

Results:

An estimated 10,000 samples were given out, Over 60, 000 students were exposed to the Emergen-C branded tour bus and the bus toured up and down the coast of California for 10 days with great exposure to the general public. The campaign Secured over 453,226,983 media impressions, including print, TV, radio, and online. It was talked about in college dailies and the buzz around the display was felt well beyond just the girls who participated.

Emergen-C and Roxy join forces to raise funds for Keep A Breast

College students flocked to the Roxy booth to make flip flops

Art students painted casts to raise awareness during college tour

]]> http://zenzi.com/2009/01/17/keep-a-breast-raises-breast-cancer-awareness/feed/ 0 http://zenzi.com/2009/01/17/foodies-rejoice-san-diego-restaurant-week/ http://zenzi.com/2009/01/17/foodies-rejoice-san-diego-restaurant-week/#comments Sat, 17 Jan 2009 16:46:19 +0000 Sarah Hardwick http://zenzi.com/beta/?p=10 Continue reading →]]>

Challenge: Zenzi was tasked by the California Restaurant Association to direct all marketing, public relations and advertising efforts. Zenzi established several goals for the event: to elevate San Diego’s reputation as a dining destination among local San Diegans and visitors alike, expose restaurants to new patrons, boost sales during a traditionally slow time of year, engage local community to explore new restaurants and maximize attendance during the event.

Solution: Zenzi enlisted and increased participation from restaurants all over the city: 60 restaurants in 2005 and 105 in 2006 to 130 in 2007 and 150 in 2008 and breaking 200 in 2009. Zenzi partnered with San Diego Magazine and San Diego Convention and Visitors Bureau and was personally responsible for securing major sponsorships from Clear Channel, Carnival Cruises, American Express, Specialty Produce, Haagen-Dazs Ice Cream and others. In order to illustrate community and government support, we host annual conferences with Mayor Jerry Sanders and dozens of chefs who showcase their finest dishes.

Results: In addition to successfully enlisting the participation of over 150 restaurants, Zenzi drove traffic to restaurants during that week increase the bottom line for restaurants during that week from 20% to 50%. Zenzi also procured a number of sponsorships with local media, including SignOnSanDiego.com, DiningOut Magazine and the San Diego Union-Tribune, San Diego county’s most high-circulated print publication. The campaign garnered 601,223,845 million impressions in TV, radio and print. 250,000 diners were sold that week at fixed price 3-course meals.