INTEGRATED MARKETING CAMPAIGN WITH THE CREATIVE CONCEPT "ROYALTY"

To accomplish the task, we developed a memorable creative concept called “Royal Figures.” It conveyed a strong message that resonated with the audience’s beliefs—namely, that pets are an integral part of the family, like a close friend. This approach created a positive association and trust in the brand, sparking curiosity and interest in Equilibrio’s products.

We brought the campaign message to life in the urban environment through unconventional bus advertising across some of the busiest and longest routes in Sofia’s public transport network. The routes were carefully chosen to pass by the main entrances of the city’s largest parks, where pet owners usually take their companions for walks.

Given that our target group consists of an active urban audience, we also selected the Sofia Metro as a key channel, which carries over 380,000 passengers daily. We captured their attention with posters of royal figures at metro stations, complemented by creative ads inside the trains themselves.

Our precise choice of advertising channels also included billboard placements at central locations and near city parks in Plovdiv, the country’s second-largest city.

To build brand recognition and communicate a special discount offer, we launched two digital campaigns featuring Google banners, as well as Facebook and Instagram ads. As part of the campaign, we also introduced Equilibrio’s own Facebook page, which successfully engages and nurtures a loyal audience.