Campaign: Launch Gigi Gelato

Briefing summary:

Gigi Gelato is launching, and our goal is to maximize awareness with extensive coverage and frequent exposure weeks 22 and 27 and beyond. To achieve this, we must strategically plan our media buy to ensure we get the best value for our € 180,000 out-of-pocket budget. The campaign will leverage high-impact channels, focusing on both traditional and digital media to reach our target audience effectively. We aim to create a buzz that drives both immediate and sustained interest in Gigi Gelato. Our challenge is to negotiate the best deals to optimize reach and frequency within the allocated budget.

 

Strategy:

Create awareness with 2m² national coverage.
2 weeks floating between wk 22 & 27 – one week in between
=> challenge best deal with 180K  OOP
PDOOH at proximity of Delhaize & Colruyt with street, metro & station.
2 x 3 weeks of presence – Media Budget : € 130K – with weather targeting and wk 25 with a presence on the parking of Delhaize.
Presence coast with a coastal tram

Programmatic: Digital Street

Programmatic: Station Live

Programmatic: Digital Metro

Programmatic: Digital Delhaize

Direct: Route National - paper only

Direct: Twin seaside summer

*programmatic is not guaranteed, screens & contacts and CPM are best estimates and subject to change.