Following the successful long-term partnership with Froneri Bulgaria, we implemented a fresh, summer campaign to promote the new flavor of BOSS ice cream. Through his typical sense of humor, the host of the evening show on bTV - Nikolaos Tsitiridis - became an ambassador of the brand on TV air, as well as in his Instagram profile.

We welcomed the summer and reached people's hearts through the truest path - the power of laughter, fun, and surprise. We created two videos at an outdoor location, positioning the brand in an authentic and fun way.
In a quiz with a series of fun questions and a lot of emotions, passers-by had the opportunity to participate and win BOSS ice cream.

A bridge to a series of comic situations was the specially organized competition between the musicians in the band of the show. In a race between two teams, spectators witnessed which team could make more money as street musicians. The winning musicians enjoyed the temptation - a full cooler bag with BOSS ice cream, which they later shared with their colleagues from the other team.

We aired both videos with product placement in two episodes of "Nikolaos Tsitiridis’ Show".

To engage the audience even more, bSTARS positioned the ice cream in Nikolaos' Instagram profile, where through an artistic humorous video in his typical style, he announced a game enabling two people to win one box of BOSS ice cream each. The game focused on one of the main communication lines of the brand - "a summer experience" - with each participant having to share a photo or video of their summer experience and tag a friend. Through a series of stories in Nikolaos' profile, we complemented the communication and drew even more attention to the game.

By combining two main channels of communication - television and social media, and by engaging one of the most popular faces of bTV Media Group as an ambassador of the campaign, bSTARS positioned BOSS in an authentic way and helped the brand reach a wide audience and deliver its messages, so as to strengthen its relationship with consumers.

bTV Media Group
Sales Department
Sofia 1463
Bulgaria Square, 1
National Palace of Culture, Administrative Building, 11th floor
Tel. (+359) 2 9176 800
Tel. (+359) 2 9156 564
Fax: (+359) 2 9176 886
e-mail: [email protected]