| Title | THE BOARD OF PEACE |
| Brand | FIORUCCI FOOD |
| Product/Service | COLD CUTS |
| Category |
A04. Use of Merchandising/in-Store Experience |
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Entrant Company
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McCANN WORLDGROUP Milan, ITALY
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Advertising Agency
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McCANN WORLDGROUP Milan, ITALY
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Media Agency
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UNIVERSAL McCANN Milan, ITALY
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Production Company
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MOVIE MAGIC INTERNATIONAL Milan, ITALY
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Production Company 2
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UNIT9 London, UNITED KINGDOM
|
Credits
| Alessandro Sabini |
Mccann Worldgroup |
Chief Creative Officer |
| Gaetano Del Pizzo |
Mccann Worldgroup |
Creative Director |
| Gaston Guetmonovitch |
Mccann Worldgroup |
Creative Director |
| Alessandro Sciortino |
Mccann Worldgroup |
Creative Director |
| Curro Piqueras |
Mccann Worldgroup |
Copywriter |
| Eoin Sherry |
Mccann Worldgroup |
Art Director |
| Michele Virgilio |
Mccann Worldgroup |
Agency Producer |
| Alessandro Laudati |
Mccann Worldgroup |
Account Executive |
| Debora Magnavacca |
Movie Magic |
Executive Producer |
| Alessia Sala |
Movie Magic |
Producer |
| Gigi Cassano |
Movie Magic |
Director |
| Marco Graziaplena |
Movie Magic |
Dop Lighting Cameraman |
| Paolo Forestale |
Indipendent |
Editor |
| Francesco Bernabei |
Unit9 |
Executive Producer |
| Martin Jowers |
Unit9 |
Project Manager |
| Jaime Lobera |
Campo Frio |
Corporate Senior Vice President Business/Customer Development |
| Michele Fochi |
Fiorucci Food |
Marketing/Customer Shopper Marketing Director |
| Lorenzo Lazzari |
Movie Magic |
Scenografo |
The Brief
Fiorucci is a well known brand for retailers (bars and restaurant), but not for the general public. That's why we took the chance to communicate the brand to people using those bars in which they often go and never got to know that it was Fiorucci what they were eating. That's why Fiorucci decided to do something new for this point of sale that would give awarness to the brand and a high engagement to people. We implemented this in more than 200 bars in Milano, so we got to every kind of potential consumer, from young people to mums or even older people.
Campaign Success
We produced more than 100 boards that were distributed in several Milano restaurants. After a week (in some cases a bit more) the boards were taken to other restaurants or bars in Milano and other places around Milano. The camapign performed really well, generating a high engagement among these restaurants clients. We calculate that it was served more than 4000 times.
Describe the success of the promotion with both client and consumer including some quantifiable results
The camapign performed really well, generating a high engagement among restaurants' clients. It was distributed in more than 150 restaurants and it was there during one week or two in some cases. We calculate that it was served more than 4000 times, in an average of 4 people per table so it reached at least 16.000 people which for the brand is a very good numer.
Explain why the method of promotion was most relevant to the product or service
The Board of Peace is a promotional product created by Fiorucci. It does one concrete thing: by pressing a button it decides randomly who is going to be the one that takes the last slice of salami. This would help people to eat peacefully our salami and avoiding fights around our product. It was distributed in different italian restaurants and bars to promote Fiorucci products among their clients, giving the restaurant an extra help with their sales during the promotion.