| 标题 | Hungry For Culture |
| 广告公司 | DDB Group Italy |
| 广告战役 | Hungry For Culture |
| 广告主 | Bennet |
| 品牌 | Bennet |
| 首次发布日期 | 2022 / 11 |
| 行业领域 | 百货公司、超市 |
| 剧情简介 | 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 |
| 媒体类别 | 案例研究 |
| 长度 | |
| 制作公司 | Karen Film |
| 音效 | Top Digital |
| 首席创意官 | Luca Cortesini |
| 执行创意总监 | GABRIELE Caeti |
| 创意总监 | Guido Renda |
| 创意总监 | Roberto Rotta |
| 文案 | Lorenzo Mondini |
| 美术指导 | Pietro Baccaro |
| 美术指导 | Giacomo Held |
| 战略企划总监 | Carlotta Asti |
| 战略企划 | Sefora Avenia |
| Client Services Director | Luisa Brugnano |
| 客户主管 | Silvia D'Angiò |
| Social Media Manager | Mario Scrima |
| Community Manager | Vittoriana Marziliano |
| 执行制片 | Tommaso Pellicci |
| 制片 | Stefano Ottorino |
| 导演 | Nicola Bettoni |
| Post-production Supervisor | Giancarlo Giani |
| Post-production Producer | Luna Milano |
| 剪辑师 | Sara Dicorato |
| 剪辑师 | Oscar Guardamagna |
| Motion Graphics Designer | Gabriele Lo Russo |
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