“Il piacere di andare in bianco” è omnichannel - IAKI
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Case History

“Il piacere di andare in bianco” è omnichannel

Case History precedente
Case History successiva
Case History

“Il piacere di andare in bianco” è omnichannel

Case History precedente
Case History successiva
Settore
alimentare
Area
ATL/BTL, Digital, Social
In Sintesi
Froneri, uno dei leader mondiali nella produzione e distribuzione di gelati, ha scelto la strategia multigenerational di IAKI e Cimiciurri, l’agenzia gemella specializzata sul target Gen Z e Millennial, per la campagna omnichannel di lancio del nuovo Maxibon Cereal Mix, il primo in versione “cioccolato bianco”

AwareNESS per la yummiNESS e la crunchyNESS di Cereal Mix

Obiettivo della campagna omnichannel è l’awareness e l’engagement per la prova della nuova referenza, la prima nei 30 anni di storia di Maxibon con una copertura bianca e croccanti cereali al cacao sulla Gen Z e la Generazione X. Una nuova esperienza, richiesta a gran voce dagli amanti del gelato sui social. Gli asset di prodotto su cui IAKI e Cimiciurri hanno strutturato strategia e creatività sono la yumminess della nuova copertura e la crunchyness dei croccante cereali al cacao, che regalano a chi li prova un’esperienza unica di indulgenza.

L’irriverente piacere di andare… in bianco

IAKI ha pensato a un concept di campagna che potesse declinare su tutti i touchpoint il medesimo messaggio di campagna, efficace con generazioni diverse di consumatori. Il concetto di “andare in bianco” assume una nuova valenza e un nuovo twist nella campagna di IAKI: con Maxibon Cereal Mix non ci si perde mai nulla, è sempre tutto piacere guadagnato. Lo storytelling è costruito su un setting di irriverenza e originalità, ingredienti che hanno fatto la storia della comunicazione di Maxibon...

Un prodotto che piace a tutti… i touchpoint

Maxibon era protagonista nelle notti magiche delle estati anni '90, così come lo sarà per le prossime: non c’è persona che non abbia almeno una volta provato il gusto di questo gelato dalla doppia anima. Ecco perché IAKI ha pensato a una serie di contenuti per diversi touchpoint, in modo da intercettare l’attenzione e l’interesse di tutti i pubblici, dalla Generazione X alla Z grazie anche l’expertise di Cimiciurri su quest’ultimo target.

  • Una serie di affissioni su scala nazionale
  • Preroll da 6 e 10”
  • IG Stories che comunicano la novità di prodotto raccordandola alla vita vissuta dai diversi segmenti demografici
  • Una attivazione che coinvolge diversi influencer in target nel trial di prodotto e nella comunicazione del concept “il piacere di andare in bianco”
  • Una versione video per la TV
  • Una versione audio per uno spot radio

Canali del progetto

Tag
alimentarecustomer engagementdigital marketinggenerazione Xgenerazione Zinfluencer marketingMaxibonmultigenerationalNestlé

Case History Correlate

Nuii consolida il suo canale TikTok europeo

Nuii sceglie IAKI e Cimiciurri per lanciare il suo primo canale TikTok Global e si rivolge a tutto il mercato europeo con contenuti prodotti sia dall’agenzia che da creator internazionali

Case History correlate

Maxibon ti porta in paradiso con il nuovo Coconut Paradise

Maxibon presenta Coconut Paradise, un'esperienza che combina gelato al cocco con scagliette di cocco croccante per offrire ai consumatori un viaggio paradisiaco.

Case History correlate

Nuii inizia l’avventura estiva

Nuii seleziona IAKI e Cimiciurri per realizzare una campagna omnicanale destinata al mercato italiano in cui mette alla prova i suoi talent partner chiedendo loro di assaggiare le nuove referenze Nuii e legarle a un’esperienza estiva autentica e genuina

Case History correlate
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