Chicco, an Italian purveyor of baby products, and its agency McCann Erickson, selected Aerva to provide a full technology platform to drive user-generated baby videos from the Chicco website to the American Eagle LED board in Times Square as part of an innovative campaign to increase Chicco brand awareness in the US.
As part of the “Babies Introduce Chicco to the US” campaign, parents submit videos of their babies saying the brandname Chicco, pronounced “KEE-ko,” to the Chicco website chiccousa.com/timessquare. Aerva’s platform of digital out-of-home, mobile and social media allows for a timely and risk-free execution of the campaign, which uses user-generated content (UGC) managed through the Aerva content management system. The videos are displayed on the chiccousa.com website and on the American Eagle LED board in Times Square. Aerva’s technology captures the best “Keepsake Photograph” and sends it back to the parents, allowing them to then share the photo on Twitter and Facebook.
The campaign runs through March 13, 2011 and will play the baby videos twice an hour for 10 minutes each hour on the giant billboard at Broadway and West 46th Street. Universal McCann and OAG handled the media placement for the campaign.
Continues at: Aerva, Inc.
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