Media > Use of Media
CARMENCITA
ARMANDO TESTA, Milan / LAVAZZA / 2006
Overview
Credits
Overview
Audience
The target is the young, with special emphasis on females. Even if the Italian society has changed in the intervening years, the values of freedom, anti-conformism and independence which Carmencita represented in the 70s are still those which young women can identify with most. These premises determine the cutting and revolutionary tone of the project and the substantial use of the outstanding young and interactive media: internet.
CommunicationGoal
In 2005 Lavazza, one of the world’s leading coffee companies, launched a new product - Carmencita Lavazza. It has excellent quality/price ratio but a particularly difficult and demanding target: the young. This is the premise from which the agency decided to create brand entertainment, rather than traditional advertising.
Effectiveness
The media investment for the Carmencita project is less than 4m euros (source: Nielsen net). This is a contained amount in relation to the results: just six months after the launch, the product achieved 60% brand awareness.
Implementation
First Carmencita appears on a teaser site, then a press campaign in the entertainment pages of dailies, a radio campaign and merchandising.Time for the sitcom: twelve episodes aired outside normal advertising spaces, Fridays at 7.30 on Italia 1, the best youth channel, included in the official TV listings. “No heart without thorns” section appears on the site. Carmencita is consulted for advice and replies on the site or TV with a multi-subject campaign.
MediaStrategy
The name Carmencita is full of meaning in Italy. Created by Armando Testa, the character made her TV debut in 1964, achieving immediate and phenomenal success.
That’s why we decided that Carmencita should star in a real sitcom with 12 episodes on TV, on the internet and on mobiles, a first in Italy.The sitcom is supported by a campaign on TV, internet, press, radio and merchandising. Carmencita is a professional advice giver, so all media must interact together and also with the audience. This is a new way of advertising, a real example of integrated multimedia communication.
SpecialCredits
Oridinal characters by Armando Testa
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