PRIP FLAVOUR by Madre for Nextel

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PRIP FLAVOUR

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Industry Telecommunications Services
Media Promo & PR
Market Argentina
Agency Madre
Released January 2010

Credits & Description

Category: Best Use of TV & Radio in a Promotional Campaign
Advertiser: NEXTEL COMMUNICATIONS ARGENTINA
Product/Service: TELECOMS
Agency: MADRE
Date of First Appearance: Jan 13 2010 12:00AM
Entrant Company: MADRE, Buenos Aires, ARGENTINA
Entry URL: http://nextel.com.ar/saborprip/
Advertising Agency: (Madre)
Executive Creative Director: (Madre)
Creative Director: (Madre)
Copywriter: (Madre)
Art Director: (Madre)
Agency Producer: (Madre)
Planner: (Madre)
Production Company: (Cinco)
Director: (Cinco)
ANG Music: (Sound Disign)
Media placement: Microsite - On Line - 11 January 2010
Media placement: Billboards - Outdoors - 11 January 2010
Media placement: Promoters - Point Of Sales - 11 January 2010
Media placement: Flyers - Point Of Sales - 11 January 2010
Media placement: Sampling - Point Of Sales - 11 January 2010
Media placement: TV Spot - Local TV Channels - 13 January 2010
Media placement: SMS - Mobile - 14 January 2010
Media placement: Press - On Line PR - 14 January 2010
Media placement: Press - Off Line PR - 14 January 2010

Describe the objective of the promotion.
To build on the concept of the campaign, and to take it to places that would seem beyond the natural space of the brand.

Describe how the promotion developed from concept to implementation
Persicco is a famous chain of ice cream stores in Buenos Aires In August 2009, the telecommunications company Nextel launched its brand campaign, 'Prip! The sound of success'. The commercial showed a group of polo players building a branch of Persicco ice cream in the middle of the countryside. Due to the success of the commercial, Nextel, along with the ice cream maker Persicco, decided to create a new flavour, called, ‘Flavor Prip!’ A mixture of international chocolates blended with the best dulce de leche and topped with a peanut shower.

Describe the success of the promotion with both client and consumer including some quantifiable results
At a cost significantly lower than their competitors, Nextel and Flavor Prip! become the most memorable advertising campaign of the Argentine summer.

Explain why the method of promotion was most relevant to the product or service
While its competitors were investing millions advertising in exclusive hotels and resorts on the main beaches of the coasts of Argentina and Uruguay, Nextel, decided to make the first move of summer advertising ... without even leaving the city. Flavor Prip! Became a novelty for people who did not leave the city for their vacations and received new arrivals from the coast with a pleasant surprise on returning to the city.