Commuters on Dublin’s green Luas line may have noticed a Fererro Rocher tram making its way up and down the route. Ferrero has launched their ‘Give Something Special’ advertising campaign in Ireland ensuring they have Christmas wrapped up with what can only be described as a very tasty advertising campaign. A luxurious wrap on the Green Line from Stephen’s Green to Brides Glen promoting the Ferrero Collection brand stretches over 36.5km of Dublin. The creative for this campaign hopes to drive awareness and trial amongst potential shoppers of Ferrero Collection featuring the tagline, ‘Give Something Special’.
The ‘Give Something Special’ will be Ferrero’s most ambitious campaign to date, as the brand launches widespread seasonal initiatives reinforcing its delicious taste credentials, modernity and relevance. The Luas initiative will span over a three-month period from December 2014 until March 2015, capturing some of the key gifting moments for boxed chocolates including Christmas, Valentine’s Day and Mother’s Day. Ferrero knows that Irish consumers love to gift premium chocolates, so much so that 28% of the boxed chocolate sales for the year are made during these occasions.
The Luas tram wrap provides Ferrero with a unique opportunity to create high awareness and communicate the deliciousness and prestige of the Ferrero Collection brand in a luxurious, tasteful and memorable way. The entire tram is aimed to bring to life the senses, the exterior of the tram focuses on the three pralines within Ferrero Collection brand, Ferrero Rocher, ConfetteriaRaffaello and Ferrero Rondnoir by highlighting each of the products throughout the tram with larger than life product imagery that communicates the sheer sophistication of the product.
The interior of the tram is Christmas themed with a clear message of “Give Something Special this Christmas” and further highlights the three products within the Ferrero Collection brand.
In addition to the Luas tram wrap, Ferrero, Europe’s No 1 confectioner will also launch two standalone multimedia campaigns across its Ferrero Rocher and Raffaello brands which will see a spend of £5 million across the UK and Ireland.