The home of espresso is renowned for a number of other delicious exports such as pizza, pasta and… gorgeous Italian men, of course. Successfully supplementing an extensive above-the-line campaign, Isilumko Media executed an activation – inspired by the latest flavour in the Nestle Heaven ice cream range Nestle Heaven Café Latte – by employing dishy Italian-looking male models to take the message to market.
The campaign, conceptualised with creative agency JWT, saw experts in below-the-line activations, Isilumko Media, recruit male models to stir up passion among lunchtime patrons at various Italian-style restaurants across the country. The handsome promoters used their “Italian” charm to get patrons lunching at Col’Cacchio, Doppio Zero and Piatto, to treat their taste buds to a free Nestlé Heaven Café Latte ice cream. The activation has also sparked additional interest in the on-pack promotion which offers a chance of winning a state-of-the-art espresso machine.
“We have had a phenomenal response to the Nestle Heaven Café Latte activation. The attractive promoters’ charm, in conjunction with the ‘random act of kindness’ (RAK) strategy (in the form of a free ice cream) has warmed customers’ hearts to this winter campaign. When executed in the correct OOH environment, activations of this nature are always a success,” commented Brendan Powell, General Manager of Isilumko Media.
The RAK trend is closely linked with the fundamentals of activations and promotions as it presents the consumer with something they didn’t expect in an environment void of expectations. RAK activities also get consumers talking as it makes the experience with the brand more tangible, more meaningful and more memorable.
In line with its mantra of “People Powering Brands”, Isilumko Media once again showcased their versatility and prowess in executing tasks with the right amount of (Italian) flair.