afaqs!

Alpenliebe Eclairs: Wishing on a tree

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | January 03, 2011
The initiative involved radio promotion and extensive ground activity, touching more than two lakh people.

During Christmas, Fever 104 FM, along with Perfetti Van Melle's Alpenliebe Eclairs and Maxus Global, conceptualised an activity involving a 'Tree of Wishes' to forget the worries of the past and make wishes for the New Year.

Alpenliebe Eclairs, which was launched with the positioning 'Simply Irresistible', rolled out the activity based on the insight that Christmas is a time when people want to forget their worries and make merry. The brand, for its Delhi launch, wanted to bring alive the brand promise of 'Momentary relief from the daily grind'.

Sameer Suneja, chief executive officer, Perfetti Van Melle, says, "Christmas is a season of living and sharing. Fever Tree of Wishes, which took place in various DLF malls around the city, presented an opportunity for young and old alike to start casting their wishes and book a date with Santa."

The Fever 'Tree of Wishes' initiative was held across the National Capital Region (NCR). It entailed radio promotion and extensive ground activities which touched more than two lakh people.

The company also created 'Bhoola Jhamela' (Forget Worries) booths to help people momentarily forget traffic chaos and rising onion prices, with Alpenliebe Eclairs in their mouths. The activity was designed to highlight that there will always be problems - however, one needs to forget them, even if momentarily, and make merry.

Everyone entering the zone was greeted by RJs (radio jockeys) of Fever FM and given the new Alpenliebe Eclairs. They were also treated with foot massages, entertainment acts and other fun activities. The RJs and emcees also invited people into the zone and asked them to prove that they were in a 'Sabse zyaada jhamela' situation. Winners were awarded Alpenliebe Eclairs. Through the booths, the company also sampled more than one lakh Eclairs.

Fever Entertainment also partnered with the Make-A-Wish Foundation of India, a NGO dedicated to helping children with life threatening illnesses.

S Keerthivasan, business head, Fever 104 FM, says, "On December 22-25, these balloons filled up the Tree of Wishes. Alongside, we also organised a festive carnival with lots of games and engagements for all age groups."

The 70 feet Christmas tree served as a platform for Delhiites to write their wishes on helium balloons and leave them on the tree structure. A part of the proceeds generated through the token amount on the balloon sales went to the foundation. On Christmas, Jyotiraditya Scindia, minister of state for commerce and industry; and Sheila Dikshit, chief minister, Delhi presented gifts to these children.

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