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O campanie complet aeriana de la NESCAFE

Tags: nescafe, nescafe alegria, campanie avioane, the secret service, avioane nescafe

Si cand spunem "aeriana" o facem cu simt de raspundere, intrucat campania e, la propriu, in aer, incepand cu cele trei spoturi ale sale si continuand cu executii neconventionale in care avioanele constituie piesa de rezistenta.
Realizata de The Secret Service pentru NESCAFE Alegria, campania "Cafea nu gluma, cu premii nu avioane!" isi propune sa transforme momentul de consum al cafelei dintr-unul pe fuga intr-o experienta ce combina cafeaua cu timpul de calitate.

Campania include 3 spoturi TV, un spot radio, executii neconventionale outdoor, materiale la punctul de vanzare si o componenta online.

Spoturile TV, primele realizate de NESCAFE Alegria in Romania, prezinta pauzele de cafea ale participantilor la promotie care se transforma in piloti de vanatoare de premii. Ele au fost filamte in timpul unor caderi libere sau cu parasuta de la 4.000 de metri inaltime, executate de catre parasutisti profesionisti.

Campania s-a remarcat si prin cateva executii neconventionale cu avioane doborate in oras sau pe raul Dambovita.



De asemenea, promotia a fost prezentata si in cadrul emisiunii "Neata cu Razvan si Dani", in studioul careia a aterizat un avion. Prezentatorii au jucat Avioane atat intre ei, cat si cu telespectatorii care puteau castiga premiile in direct. La fel se intampla si in programul matinalului de la PRO FM, ai carui DJ-i au avut sesiuni intense de joc.



Spotul radio porneste de la o sesiune de DJ-ing live in studio, la care a fost adaugata postproductie pentru a reda sunetul specific jocurilor de tip simulator.

Materialele de la punctul de vanzare imbraca diferite forme, de la postere, people stopper-e, wobbler-e 3D cu avioane si pana la brosuri cu tabla de joc care permit notarea loviturilor pe parcursul sesiunii de joc. In plus, o mare parte dintre automatele NESCAFE Alegria au fost decorate asemenea consolelor din salile de jocuri electronice.

Campania are si o componenta de online prin site-ul dedicat si comunicarea pe pagina de Facebook a brand-ului.
Autor: Lacramioara Vidru


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O mare pacaleala concursul asta; ar trebui sa se cheme "avioane, nu premii". Orice om cu bun simt matematic poate sa calculeze sansele de a castiga ceva acolo: sunt cam 2,3 la 1 milion... Mai bine se bagau in afacere cu loteria romana, la fel au si ei sanse de castig...
CONCLUZIE: o pacaleala, ca sa ma exprim frumos aici.

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