The request: to run a promo campaign during the spring (considering that ice cream consumption is definitely seasonal in Romania and is mostly bought in the summer)
The Idea: “Summer is a state of mind” – the concept encapsulates the idea of a “summer mood“, a feeling that the consumers are able to create, along with their friends and their loved ones, without having to wait for the official summer months.
Media Mix: The season start campaign was developed taking into consideration two steps. The first one consisted in Creating the Desire, Setting the “demand” & Considering ice cream, through a media mix: TV, OOH, Unconventional, PR & Digital. The second step was choosing the brand through a media mix: POSMs, Consumer activation (TT & IKA) & Trade activation.
Algida enters the scene and changes this traditional take on things, placing the consumers center stage, transforming them into creators, influencers… Because you make summer happen!
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