LEONE "EXPECT THE UNEXPECTED"

How did we create the strongest TV campaign of all ice creams in the summer of 2021?

LEONE, the largest producer of ice cream and chocolate in the region, celebrated its 30th anniversary in the summer of 2021, just like Slovenia. They celebrated the anniversary with a high-profile multi-channel advertising campaign that put LEONE ice cream pots on everyone's lips.

The goal: to show the whole of Slovenia that LEONE is a Slovenian success story!

LEONE is a Slovenian brand, for which Mr. Andrej Slokar, the innovator and founder, is credited. He came up with the idea of a new Slovenian ice cream in 1991 in his home garage in the middle of Ajdovščina. 30 years later, LEONE is the largest producer of ice cream and chocolate in the region.

Our challenge? Because of the foreign name, consumers outside the coastal region rarely recognized the Slovenianness of the brand. Our goal was to raise brand awareness and tell everyone - LEONE is buckwheat ice cream and one of the most successful Slovenian brands in the world.

"Life is not ice cream. Life is ice cream."

When the revolution in ice cream coincides with the Slovenian revolution - independence!

The independence of Slovenia, the celebration and the dreams of the LEONE innovator were defined as the central motifs of the multi-channel campaign. With the aim of raising awareness, we condensed these motives into one all-Slovenian question - what would the world be like without dreams?

A TV ad that dances in language

We wanted followers and viewers to experience LEONE ice creams with all their senses! That's why we chose the most Slovenian song of all time - Quiet Rainy Day. And let the question of what the world would be without dreams become exactly the same as the question - what would the world be without ice cream?

We placed a high-profile TV ad at the heart of the comprehensive campaign. Renowned actor Domen Valič stepped into the shoes of the innovator, who presented the story of LEONE the innovator with an authentic Ajdov style.

OOH, POS, PR, GDN - OMG!

We started outdoor advertising with a teaser phase, in which we asked passers-by the most Slovenian question.

A week later, we discovered who or what is behind this sweet question! In the final part of the summer, we focused on product exposure.

The campaign also included exposure at points of sale. Customers could take part in a big prize draw and compete for rich prizes, and each of them was awarded a special jubilee LEONE spoon. Why? So that LEONE remains their first choice for all the following summers and reminds them of the excellence of the brand every time.

We also read about LEONE's success story in the Slovenian media, with a total circulation of more than 400,000 copies. With online ads, we recorded more than 9 million impressions.

Goodie box of summer

6 influencers. More than 100,000 impressions. Box that remained in everyone's memory. We sent influencers such as David Urankar, Sanja Grohar and Katarina Benček a very special jubilee LEONE PR box, with which we proved - LEONE are masters of experiences.