FAMILIA Peach Ice Cream Launches On The Air Of The Weather Forecast – Augmented Reality Starring FAMILIA'S Character Mlechko

Ice cream for everyone in both hot and cold!

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The idea

The new flavor of FAMILIA ice creams - Strashen Peach added exceptional emotional value with the start of the campaign, sending the brand's messages through a super-effect - augmented reality of the beloved Mlechko in a real weather forecast environment, after the central newscast.

Presence

For the start of the campaign and the launch of the new FAMILIA Strashen Peach ice cream, we realized an exclusive, interactive communication of the brand, developed through a sequence of premium forms and positioning.

We launched the campaign by warming up the viewers for a week for the upcoming premiere of the video through the interactive cut-in format of FAMILIA Strashen Peach ice cream.

At the end of the weather forecast after the central newscast, following the natural rhythm and tune of the script, we intertwined impactfully the brand's communication. We synchronized the presence of the anchors with overlay forms of the brand, sharing the advertising message of FAMILIA Strashen Peach ice cream.

We reached the culmination of the interactive communication and the effective positioning of the brand on the day of the video's launch and the day after.

The beloved Mlechko entered the real environment and atmosphere of the weather forecast.With its emotional virtual guest appearance, magically transforming from a part of the sun into its true image, the 3D animation of the character literally "came to life" in the studio, capturing the audience's attention on Mlechko, dancing in a fun rhythm, close to the anchor.

With a dance and his characteristic positive mood, Mlechko attracted attention to the upcoming premium start of the video for FAMILIA Strashen Peach ice cream.

The effect and experience provoked by Mlechko's virtual appearance flowed smoothly through a special weather forecast commercial break bumper into a premium advertising block, where for the first time the video for FAMILIA Strashen Peach ice cream was aired.

We developed the interactive communication of the brand by subsequent broadcast of overlay forms of the brand in the period after the premium launch of the video.

CLIENT: FRONERI BULGARIA

BRAND: NESTLE FAMILIA Peach

SEASON: SPRING 2021

CHANNEL: bTV