Ferrero dreams of an experiential Christmas
Ferrero is planning on making it an experiential Christmas with a high-tech light installation at Customs House in Sydney and giant Christmas tree pyramids in shopping centres.
(Note: test video now updated with launch footage)
The Ferrero Festival Of Light saw Charlotte Dawson and Ferrero Australia MD Rocco Perna flick the switch with music accompanying the light show.
The two-week light show is based on the gold colour scheme of Ferrero Rocher pralines and designed around the architecture of the historic Circular Quay building.
Christmas is by far the most important period for the brand, with nearly half of all boxed chocolate sales coming during the festive season.
The brand, which sold 83m Ferrero Rocher pralines from October through to December last year, is also upping its TV spend by 42%, and backing it with digital display screens at point of purchase.
Ferrero Australia’s group brand manager Marta Bako said: “In addition to activating our iconic Rocher Pyramid installations in three leading shopping centres in Australia and for the first time one in New Zealand, we are also excited to be launching the Ferrero Festival Of Light event.”
Credits:
Ferrero Festival Of Light:
- Experiential & PR Agency: One Green Bean
- Projections (Production & Creative Direction): Fireback Digital
- Music: JAM Music
Ferero Rocher Pyramid Installations:
- Activation: DJF
- PR: One Green Bean
- Media Agency: PHD
Good first try, and think it will be much better live and with the music.
Had come across this Dutch one quite a while ago and was waiting to see who in Aus will pick it up first. Quite amazing.
https://www.youtube.com/watch?v=Bu2e9uulMPA
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Computerised light projection has come a very long way in the last decade, and is certainly nothing espcially new. So if you’re going to do it, well, it had better be good. Hopefully this one is better in the flesh than it looks from the video, but, this seems to be average at best in 2009. Sorry.
Try this one:
http://vimeo.com/5595869
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This is one of those ideas that when it is submitted for awards will focus almost entirely on the brilliance of christmas trees and light shows and underplay the contribution of the real driver of sales growth being free to air TV.
In it’s favour this is a lovely addition to the night views of Sydney and is more engagin than Brian Eno’s efforts of last year.(?)
Sadly the vast majority of motorists on the Cahill express will miss out as it cant be seen during rush hour. The majority of people who will see it will be after 11pm on a friday and a Saturday and I’m not sure they ‘ll be remembering that much of what they saw.
Perhaps FR could give away some free chocs to the punters as the queue in maccas is a shocker at that time.
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Before you’re so quick to pan it, why not go and check it out for yourself? I happened to see it and I have to say it was pretty eye catching. Well done to them for doing something different and no I don’t work for Ferrero Rocher or their agency.
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…this is the best light show I’ve seen recently (not that one would condone doing this in real life)
https://www.youtube.com/watch?v=LN9MBy5qQgc
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