Ismael has a new best friend: Twitter. And his lifelong friends are feeling a bit neglected.With Nestea’s help, they decided to devise a customized marketing campaign to extricate him from the virtual world and bring him back to the real world... If only for a while. In particular, for their Tuesday dinner parties. A date they haven’t missed for years, meeting in his local bar to keep up that friendship.Throughout “Isma Day”, he found a series of messages targeting him, and only him, in the mass media. They used media like radio, television, bus shelter circuits, personalized mailing, YouTube, even street marketing actions. Ismael kept finding all those messages in the course of a single day.

The use of the mass media was vital so that Ismael felt that this was for real and it was important and it was not just his friends playing a prank. It took an effort to select very specific media as the impact was required on his way from home to work and those impacts had to be increasingly striking, from the gentlest nudge of finding stickers in the street to seeing himself on television. Once the action was over, the social networks became the main vehicle for passing on the message as well as the brand’s website, as we were talking about a guy who was 'hooked on Twitter' with over 20,000 followers. We used all the general media: radio, outdoor, television, plus street actions and all possible digital tools.

The target’s response to the campaign was always very positive, comments on YouTube and Tweets which all mentioned how they could see in it the reflection of their own lives and how interesting they had found the brand’s approach