Frigor Print SITE MIXER by J. Walter Thompson Buenos Aires

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SITE MIXER

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Industry Ice cream & Cold desserts
Media Print, Magazine & Newspaper
Market Argentina
Agency J. Walter Thompson Buenos Aires
Executive Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Creative Director Ariel Abadi, Joaquín Ares
Art Director Marina Caminal
Copywriter Bernardo Wisky
Producer Alexia Olmo
Account Supervisor Victoria Carrano
Released April 2011

Credits & Description

Category: Food and Non-Alcholic Drinks
Advertiser: NESTLÉ
Product/Service: EPA ALFAJOR
Agency: JWT ARGENTINA
Executive Creative Director: Gonzalo Vecino (JWT)
Executive Creative Director: Pablo Alvarez Travieso (JWT)
Creative Director: Ariel Abadi (JWT)
Art Director: Marina Caminal (JWT)
Copywriter: Bernardo Wisky (JWT)
: Ezequiel Arslanian (JWT)
Account Supervisor: Victoria Carrano (JWT)
General Producer: Federico Videtta (JWT)
Producer: Alexia Olmo (JWT)
Project Leader Digital: Nadia Rivas (JWT)
Digital Production Co-ordinator: Julia Avellaneda (JWT)
Media placement: Internet Campaign - Internet - 4/11/2011

Describe the objective of the promotion.
EPA is teen’s favourite ice-cream by Frigor, and the alfajor is one of their favourite sweet treats. Frigor combined both of them to create a product teens would find hard to resist: the EPA Alfajor, or ice-cream alfajor.
We needed to launch this product with a tight budget and find the best way to reach the youth.
We chose the Internet, the teens’ favourite and most used media. And we looked for their favourite sites with contents of music, games, outing and sports, to find them there, where we knew they were, and propose them something new.

Describe how the promotion developed from concept to implementation.
Frigor combined the teens’ favourite ice-cream with the alfajor, their favourite sweet treat, and created the EPA-Alfajor.
Inspired by the mix, we created the Site Mixer; the first site mixing site that combines 2 existing sites and creates a new one. For example, you mix MTV with a site of weird moustaches and you get Guitar Moustache, a site where you create music playing a strange set of weird moustaches like a guitar. Or mix MTV with Poet Grannies, and you get The Rackelitas, the site of a rock band of grannies. And so on to several sites more.

Explain why the method of promotion was most relevant to the product or service.
We used the Internet and teen’s favourite sites to generate new and varied content that was relevant to them. We attracted their attention and their time and made them interact with an entertainment that conceptually refers them directly to the product: an ice-cream that combines 2 things.
This is how via something totally new, like the combination of 2 existing sites to generate a third, we launched an ice-cream that was born out of 2 things too, both loved by the youth.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Results were very successful. The campaign generated over 110,000 visits in 6 weeks. We received over 87,000 unique users with an average navigation stay of over 4 minutes for the games Guitar Moustache and The Moustache Sound Machine. The campaign generated excellent results. EPA-Alfajor achieved the goals for the season and sold 25% more.