The document summarizes a brand image campaign by a company called ÄŒili. The essence of the campaign was to talk about ordinary wishes that people encounter daily. The aim was to involve consumers by having the brand and slogan participate in their lives. Ads were placed in various media like press, magazines, outdoor advertising matching local topics. Consumers reacted positively by adding their own wishes in graffiti, generating further media attention for the campaign.

1. you just want it
čili brand image campaign

2. what do you want?
• Essence of the campaign: the brand talks about ordinary
wishes that people encounter every day.
• The aim of the campaign was to involve the consumers
themselves, to let them become direct participants in the
campaign, with the advertised brand and slogan
quot;participatingquot; in their lives. The wider target audience is
segmented carefully choosing channels and messages:
when a consumer sees the ad, it talks about the same
thing that he was just thinking, something that is quite
topical to him at that moment.

3. press
• “less advertising :) you just
want it” ad in some national
press, where every second
page is filled with
advertisement.

4. press
• Ad in men’s magazine FHM:
“long legs :) you just want it”.
Phrase in the article box: “A
good fuck has nothing to do
with family and love (...).”

5. press
• Ads in national and regional
press with a wish that
matches the topic of the
rubric: a warm weekend, a
dream job, to know a lot, a
sunny morning, to feel great,
good news, to escape from
routine, a successful deal,
well-pointed throws,
15 more minutes of sleep.

6. outdoor
• Outdoor advertising, with wishes changed regularly
according to location and topicality: “green light :) you
just want it”.

7. outdoor
• “to be No.1 :) you just want it.”

8. indoor
• In “Čili” restaurants, pins
with various wishes were
given away to customers.
Also, a wishes contest was
held encouraging people to
express their wishes.

9. reaction
• Outdoor advertising was
noticed by media (webblog
zudykreklama.lt): “world
peace”; “to fly:) you just
want it”.

10. reaction
• ...the consumers involved in the campaign by adding graffiti
wishes: “flowers for mom!”

11. reaction
• Such consumer enthusiasm
generated media attention.
Graffiti wishes: “to help
Estonians”, “BC Ryta’s
victory”.