[Interview] Harald Guimarães about the new Iglo campaign

[Interview] Harald Guimarães about the new Iglo campaign
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  • 16 mrt 2016 @ 11:43
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Harald Guimarães, Marketing Director of iglo Nederland. Since two years responsible for the brand Iglo. Last month Iglo started a remarkable campaign with the iconic captain in a leading role. A good reason for MarketingTribune to speak with him.

Hello Harald, how are you doing?

Hello, I am doing very well. Iglo has seen two years of growth in the Netherlands and is a great brand to work for, so I am enjoying this role a lot. It  is also very versatile: from defining the most relevant innovations for the Dutch consumers (from Iglo Lekkerbekjes and Kibbeling to Roerbaksensatie meals) by creating impactful campaigns on TV and PR to establishing a brand channel on YouTube where we upload lots of relevant and funny content for our audience. We are the No 1 YouTube channel amongst all food brands in the Netherlands for instance; iglo-youtube channel.

Iglo started a remarkable brand activation for a new Captain Iglo, why this campaign?

We have not used our iconic captain for two years in advertising and have decided to bring him back to the audience now, as we are busy to announce the biggest innovation in Vissticks for a long time: iglo vissticks are now crispy from the oven, so can be prepared more convenient and healthy compared to pan preparation.

With the captain back in TV, we also want to bring him closer to our consumers – via having a Dutch captain who appears during many moments in the year at festivals, retail stores, and is also part of the YouTube activation campaign where he appears in an epic video showing captain iglo in action.

And did you found the new Captain Iglo?

Yes, we did. It has been a really tough choice, since we had many extremely enthusiastic applicants, from tattooed or singing sea bears to super engaged women and even a girl to more younger guys who were eager to modernize the image of this iconic figure. All their applications passionate and from the heart, and it was great fun to spend a day with them on the Abel Tasman in Amsterdam last week.

The new captain: Florian Dirkse! We uploaded three videos on our iglo-youtube channel. With our regular Iglo RealMenKitchen we announce the oven preparation of our Vissticks in a funny way and we make a referral to the making-off of the selection of the captain. In this making-off he announces himself and make a referral to a 3rd video where we see him in action.

You work with several agencies.Each agency has its own role, can you tell us shortly who you are working with?

We actually see great opportunities in using the versatility in the Dutch agency landscape with many highly creative, flexible and often much more economic agencies as for instance if we would use mainly UK based agencies. We pay a lot of attention to the digital side and are very happy how our strategy comes to life. Here we use  Sue Amsterdam, Imagine People, Divimove, Brandfighters and Boondoggle.

Our Media agency is Havas Media, they cover all kinds of media booking, from TV to Online. The Creative agency for TV is Havas Boondoggle. And we also work directly with TV stations like Branddeli to create branded content.

On PR we work with 2Twintig, as they are experienced in FMCG, especially in food and have a very good understanding how effective PR works not only tradionally but also in the digital/social area.

Tell us the latest news

I think this is already answered above, but we are working on something very exciting which I unfortunately can not tell you yet. More about this later this year.



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