Premium ice cream maker Atelier Gelarto created commercials exclusively from stock footage and a little CGI enhancement and included them as trailers at open-air movie screenings in Turkey.
Objective
With a limited budget, Atelier Gelarto sought to encourage trial of its product by sponsoring an open-air cinema at Zorlu Shopping Mall in 2022 and 2023.
Context
Atelier Gelarto's mission is to provide "a journey of taste opening to the world in every spoon" — a mission it sought to evoke by providing consumers with cinematic escapes to Belgium, Madagascar, and Ecuador, which also happened to be names of its ice cream products.
Target Audience
The brand's target audience was cinema lovers between the ages of 18 and 55. This audience included people who cared about quality, who wanted to take a break from the stress of their busy work lives and add color to their lives with small pleasures and who were open to different experiences. They were interested in different genres of cinema, valued culture and the arts, and aimed to keep their living standards high. For this audience, Atelier Gelarto would represent not only an ice cream brand, but also a part of a quality lifestyle.
Creative and Media Strategy
Atelier Galarto undertook to impress movie-goers cost-efficiently by using stock videos and giving attendees, first, a unique movie experience and then a quality ice cream experience.
Atelier Galarto didn't have the budget to shoot a new commercial before each movie. So, the brand prepared a short movie for the open-air cinema from stock videos and hacked the movie experience, transporting the audience to Belgium, Madagascar, and Ecuador, the countries that gave Atelier Galarto's products their names. The brand then placed its products with CGI and dubbed the movie in Malagasy, the language of Madagascar.
As a result of the campaign, Atelier Gelarto:
