WHEN THE PRODUCT BECOMES THE CAMPAIGN, AND THE CAMPAIGN BECOMES THE PRODUCT
The task was to create a campaign that would succeed the legendary Ledonardo, and bring Ledo closer to the younger generation whose lives revolve around social networks.
Imago approached this campaign with the notion that a classic campaign does not exist, and that almost the entire campaign can be reduced to the product itself. This wouldn’t be just any product, but Hešteg (Hashtag) – an ice cream for sharing.
The new ice cream was created in the shape of the famous symbol. In addition to being delicious, it allows kids to have fun by hashtagging everyone around them. After sharing the hashtag online, the kids can then physically share the ice cream with friends just by breaking it in two.
Hashtag is not just a product; it’s an interesting communication tool that organically enters the lives of consumers. It offers the consumer a number of options for entertainment, in addition to its primary function as a tasty refreshment. “Isn’t that the goal and desire of every brand today?” asks Igor Mladinović, Chief Creative Director of Imago.
Today’s kids want everything now and immediately. This lifestyle extends to their social media activity, where everything they experience is also shared – now and immediately. Hešteg was designed with today’s kids in mind, in order to become a part of their visual vocabulary with its unique image. By all means, brands today want to become friends with their customers, and Hešteg offers to do just that.
“When they succeed in making consumers express their views, current feelings, and creativity using their product, success for the brand is guaranteed. That’s the exact idea behind the #sladoledzašeranje (#icecreamtoshare),” said Darko Bosnar, Director of Art and Innovation at Imago.
All things considered, Hešteg is a product that will certainly have a lot to say this summer.