EVGA - 80 years anniversary media event
Original and theatrical media event involving a ride in the history of ice-cream in a blue antique bus
Intro
EVGA, the Greek, historical ice cream brand, celebrated its 80th anniversary in 2016. Its products have been loved by consumers of all ages, for their taste, quality, fun…
Challenge
In line with the campaign moto «We‘ve being “making” summers for 80 years now», we were asked to engage the Media and get them to write about EVGA, its history, its ice creams, so as to create the necessary buzz around the brand and its anniversary.
Solution
An original and theatrical media event was organized: a ride in the history of ice cream in a blue antique bus, which was transformed for the occasion into a small ice-cream museum, hosting an exhibition of old posters and photos from EVGA’s archives.
Starting from Zappeio, a historic venue in the center of Athens, the ride held several surprises for the journalists and bloggers who attended the event. A newspaper boy stepped in the bus and the news about the relaunch of the first ever stick ice cream was announced via a “special newspaper publication”. Next stop, the EVGA ice cream factory, where the media representatives tasted this special ice cream, straight from the production line, while a bit further a street band entered the bus and performed the “So Many Summers” song (the theme of our above the line campaign), along with other nostalgic songs about summer.
Outcome
The media event was described as “the best ever”, “extremely original”, “unthinkable”, by the participating journalists and bloggers! The result was over 90 articles, blog and Instagram posts, 2 TV reportages, which strengthened EVGA’s love brand image to various target groups!!!
Ermis Awards 2016
- Grand Ermis PR
- Ermis Gold in the “Ermis Public Relations/ Experiential Events category
