Initiative and HyperActive launched Think Fresh moment on X-Factor’s website

Branding, Creativity, Digital & Media, Media

Initiative and HyperActive launched Think Fresh moment, by Tic Tac, on Romanian X Factor website, as an interactive project that awards inspiration and humor.

The campaign continues Fresh Comedy platform’s success, under the Freshness concept unbrella, in a playful way.

Through Think Fresh section on the website we are aiming to bring forward the success of the campaign Tic-Tac initiated in 2011’s spring and that started from an original concept elaborated by HyperActive. Aiming to associate the brand with music and talent, the partnership with X Factor came as an ideal formula. Think Fresh is an integrated campaign, an integrated project that consolidates the online position of the brand, a brand present traditionally on TV

Andreea Dinescu

Account Director Initiative

The opportunity appeared when Antena 1 brought in Romania the X-Factor format, very popular with consumers worldwide. X Factor differentiated of other formats by the fact that the jury, including representative personalities in music, does not limit to choosing the finalists, but also advice them and offer them counciling.

The media campaign is developed both online and on TV and aims to increase traffic on Think Fresh Facebook page. Also, the project benefits of a targeted communication in cinemas, where the campaign is rounded with sampling actions and information offered on the contest.

Project’s team includes

  • Initiative: Alexandra Olteanu – Managing Director, Andreea Dinescu – Account Director&Head of Unit, Liliana Pirvu – Strategic Planner, Dan Togea – Senior Media Planner, Iuliana Stere – Digital Media Manager, Alina Tane – Digital Account Manager
  • HyperActive: Alexandra Trofin – Account Manager, Anca Muscalu – Copywriter, Vlad Macarie – Art Director, Robert Sumarocov – Flash Developer
  • Ferrero: Adriana Seserman, Brand Manager.