THE ARLISCAFO by Brand Connection Argentina for Molinos Rio De La Plata

THE ARLISCAFO

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market Argentina
Agency Brand Connection Argentina
Director Yanina Cardoso, Gabriella Silveri
Released June 2009

Credits & Description

Category: Best Use of Television
Advertiser: MOLINOS RÍO DE LA PLATA
Product/Service: ARLISTAN COFFEE
Date of First Appearance: Jun 6 2009 12:00AM
Entrant Company: BRAND CONNECTION , Buenos Aires, ARGENTINA
Director: Yanina Cardoso (Brand Connection)
Director: Gabriella Silveri (Brand Connection)
Advertiser's Supervisor: Luciana Etcheverry (Molinos Río de la Plata)
Advertiser's Supervisor: Verónica Zawadzki (Molinos Río de la Plata)
Media placement: TV campaing - 1 virtual Product Placement - Soccer Match - 06/06/2009

Results and Effectiveness
The result was that over two million people watched the Arliscafo party during the game. Arlistan was the first name in remembrance of this category. It grew from 18% to 20% market share and sold 44% more than the record of the last 5 years. The brand along with the consumer enjoyed an unforgettable moment while wearing the Argentinean Shirt.

Creative Execution
We decided that, when all Argentineans’ expectations were at the World Cup qualifying against Colombia in June 2009, an Arliscafo would be flying over the stadium. But, how could we fly the Arliscafo, when it only existed on the spots? With a virtual Product Placement, through special effects animation, our ship was flying during the TV Transmission. On that way we were able to recreate it perfectly and make spectators believe that it was the Arliscafo itself in the stadium that day. In just two weeks we made a virtual model with perfectly calculated dimensions so that its movement and size were equal to a real model.

Insights, Strategy & the Idea
The brand was trying to get Arliscafo closer to the target, beyond the spots. We had to find a place in common with the consumer to be identified and brought together, which would allow us to recreate this three-dimensional mythical and real ship. We had to find an event with great impact on the target and also of massive scale, but at the same time, we wanted to give Arliscafo a place of importance and realism. That was the protagonist. The target was housewives 25+ years-old, but the brand tried not to neglect the male target, who is an important coffee consumer.