A Swiss icon matched with three Belgian icons
The ICONS with Emmi CAFFÈ LATTE
Following the succes of the Art Mixup campaign we’ve launched a new branded content series in collaboration with Emmi CAFFÈ LATTE: The ICONS. A documentary series about Belgian icons in the field of dance, music and sports with leading roles for Jeny Bonsenge, blackwave. and Alexander Hendrickx.
We advertised the Touch Tell Sell campaign with different pieces of content on different online channels. In terms of content, the entire campaign consisted of three documentaries consisting of three episodes per documentary. A tell video in which Belgian Barista Champion, Melanie D. Nunes makes the perfect iced coffee. And finally in the sell layer the 2020 Emmi CAFFÈ LATTE commercial.
Creating an inspiring brand with inspiring content
Campaign Strategy & Services
The goal of the campaign was to lift brand awareness and brand preference amongst a the target audience between 18 and 35. Creating lifelong ambassadors of Emmi CAFFÈ LATTE by creating an inspiring brand for young people. We aimed to touch the target audience in three fields close to their hearts; dance, music and sports. Three documentaries were created within these fields. Strategically we’ve cut down each documentary in three parts so that we could air a new episode for 9 weeks over de span of 12 weeks, covering all summer.
The campaign was advertised through the Touch Tell Sell model. In the Touch layer we’ve advertised the different episodes of the ICONS series. In the targeting. We have taken into account specific interests within the target group. For example, dance fans have seen the videos of Jeny and sports enthusiasts the videos of Alexander Hendrickx. All people who’ve watched one or more episodes of the ICONS series were retargeted with the tell-content, providing more in-depth information about the Emmi CAFFÈ LATTE brand and products.
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