Bennet - "Hungry For Culture"

DDB Group Italy

DDB Group Italy Milan, Itália

Prêmios

638

Marca: Bennet
País: Itália

Anunciante: Bennet

Titulo	Hungry For Culture
Agência	DDB Group Italy
Campanha	Hungry For Culture
Anunciante	Bennet
Marca	Bennet
Data da primeira Transmissão/Publicação	2022 / 11
Sector Empresarial	Grandes armazéns, supermercados
História	Books are considered food for brain and soul, helping us grow as a person and as a society. But 60% of Italians don’t even read one book a year: a big problem for culture and for business too. In Bennet stores, a leader hypermarket chain in Italy, book aisles are neglected. To solve this problem, we adopted a simple, but insightful and disruptive strategy, moving books to the fresh food aisles. Among meat, fish and vegetables, working on packaging and display, we invited clients to feed their brain, as well as their body, resulting in a consistent increase of book sales and brand reputation. To amplify audience and buzz, the instore activity was supported by a digital and social media campaign.Results:+ 119% books sold during the activity+ 46% Conversion for book sales on e-commerce+ 44% Net Sentiment+ 7pp Brand Reputation
Tipo de Mídia	Case Study
Comprimento	107 seconds
Produtora	Karen Film
Som	Top Digital
Chief Creative Officer	Luca Cortesini
Director executivo criativo	GABRIELE Caeti
Director criativo	Guido Renda
Director criativo	Roberto Rotta
Redator	Lorenzo Mondini
Director de arte	Pietro Baccaro
Director de arte	Giacomo Held
Diretor de Planejamento Estratégico	Carlotta Asti
Planeador estratégico	Sefora Avenia
Client Services Director	Luisa Brugnano
Supervisor de conta	Silvia D'Angiò
Social Media Manager	Mario Scrima
Community Manager	Vittoriana Marziliano
Produtor executivo	Tommaso Pellicci
Produtor	Stefano Ottorino
Realizador	Nicola Bettoni
Post-production Supervisor	Giancarlo Giani
Post-production Producer	Luna Milano
Editor	Sara Dicorato
Editor	Oscar Guardamagna
Motion Graphics Designer	Gabriele Lo Russo