Danone
Xeidafome
2014
Danone wanted to activate the new Danio yoghurt through the Xeidafome mascot. This was done with a youthful, humorous and dynamic "mood", which was capable of impacting on the consumer the idea that Danio effectively "attacks hunger".
It was also appropriate to promote a product trialling action with the "core target".
Xeidafome is the personification of hunger: that boring, annoying thing that annoys. This character, however, is fun. He's a caricature, a real dish, let's put it that way. We invited comedian Nilton Rodrigues giving it a voice in a series of short videos with viral potential.
We wanted these videos to have a structure similar to Nilton's famous sketchesI love you", "What are you doing?", "Are you Fernando?", "Do you like me?" or "Sepique Íngliche?". In these series too, Nilton plays annoying, inconvenient and insistent characters.
The first phase of the strategy consisted of creating a teaser and a sketchboth broadcast on RTP 1's "5 Para a Meia Noite" programme, in which the comedian incessantly repeats the term "Xeidafome".
Subsequently, the action migrated to the social networks of both Nilton and Danone. A third video was released, identical to the sketch, but with the inclusion of the Xeidafome mascot. In this direct way, the partnership between Danone and the comedian was revealed.
Activation on television and social networks was complemented by the distribution of thousands of product samples in different companies in the Lisbon area.
Results:
-
230,000 viewers on "5 Para a Meia Noite" on 11 April 2014, when the videos were aired;
-
16,233 views of the video Xeidafome - Part 1, on Youtube*;
-
10,075 views of the video Xeidafome - Part 2, on Youtube*;
-
18,143 views of the video Tou Xeidafome - Nilton, on Youtube*;
-
1,242 shares of the posts with the video Tou Xeidafome - Nilton from Nilton's Facebook*;
-
4,507 "likes" of posts with the Tou Xeidafome - Nilton video on Nilton's Facebook*;
-
563,000 reach of posts with the Tou Xeidafome - Nilton video on Nilton's Facebook*;
-
Several shares of the Tou Xeidafome - Nilton video on entertainment blogs and Facebook groups.
