Cannes Lions

ALGIDA XPOP / ICE CREAM

INITIATIVE MEDIA, Athens / UNILEVER / 2012

Film

Overview

Entries

Credits

Overview

Execution

Based on the insight that most successful kids’ ice creams are strongly connected to popular cartoons, we deployed a strategy that would firstly create awareness for the hero MAX THE LION, making him and his gang popular and desired among children gaining a significant share of their mind, and then link MAX kid’s ice cream to the cartoon hero.Hard facts showing Kid's media consumption of TV, digital and print led us to peak the specific media as vehicles of campaign.During the first phase, we negotiated with top rated TV channel owning leading children’s TV zone, to give free airtime to the episodes of MAX ADVENTURES and promote them through TV trailers.

Then we linked the cartoon hero with MAX ice cream, through intensive TV program, while the animated series continued to be broadcast, on subscription channel Nickelodeon, web campaign in gaming sites/parents sites and creative print applications.

Outcome

The communication activity met its targets to the full:We succeeded in making MAX the LION popular: the hero’s awareness reached 13%, outreaching existing popular cartoons such as Winx, Gormiti etc and already 1 in 3 Kids links Max with Algida.We succeeded in meeting the sales’ target, which actually was doubled after 2 months of the products launch: 1,1m pieces => 2,0m pieces!

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