Alfa ft. SAMI
We are SAMI, an advertising agency, that is actually a start-up company. SAMI comes from our initials (S for Stella, A for Angelina, M for Maria and I for Ifigeneia). The name represents exactly who we are and we believe that it is unique, since there is no other company with a similar name. Digging more into the agency and its services, SAMI is responsible for improving the already existing brands, not only start-ups but also big brands that might have built their reputation but are in need of some inspiration, and promoting their new ideas by representing them. We feel that what we do should have an impact on people’s life, so, in addition, we promote social responsibility, which is actually shown through the products we choose to represent and the way we advertise them and make them more recognisable to the world. Furthermore, we are focused on understanding what the clients need, while creating a familiar and friendly environment inside and outside the company, including all the other agencies we collaborate. This way, our employees will work more efficiently and thw results will be the best for everyone.
We chose to collaborate with Alfa and represent a product that they have released but not advertised properly, firstly because Alfa is the brand that we chose to work on in our first project we were assigned in our class (Introduction to advertising and public relations) and secondly, because Alfa broadcasts social messages about family and friendship, bringing out the best (alfa) side of ourselves.
Alfa without alcohol is this product. The consumers are not really aware of it, due to the fact that its advertisement does not last as long as the other ones and does not catch the audiences attention. Considering the ignorance that exists around the product, people may believe that Alfa without alcohol does not taste as good as the other beers of the brand or they do not even find it interesting at all, and that is something we want to change. Alfa without alcohol addresses to customers that do not prefer alcoholic drinks or are not allowed to drink them for many reasons. More specifically, this beer addresses to the ones that should not drink alcohol in order to protect themselves and the people around them. Affected by the everyday incidents, we chose to create a campaign about car accidents under the influence of alcohol, so that we warn the audience, make them feel responsible for their actions and motivate them to make the right decision, choose the best drink (Alfa without alcohol) and stay in their “alfa” side.
Moreover, we have created an Instagram profile for the Alfa without alcohol particularly, where we upload pictures of the beer, people drinking it, stories with messages that remind people why and when they should choose it and other photos and videos that forward the campaign. Instagram is the most popular social media right now, which is the main reason we decided to act upon it. Our hopes are high and we feel that using ways that are more familiar to the public can help us achieve our goal.
Αγγελίνα Κοκοβίλη Ifigeneia Antonopoulou Maria Megalokonomou Betty Tsakarestou
Our video of Alfa campaign:
Our Power Point of Alfa in collaboration with SAMI Task:
