In 2007, Cippi blasted onto Italy’s screens in an advert for Air Action Vigorsol to promote the icy freshness of their gum. The flatulent chipmunk quickly became a star among Italian teenagers and the wider public. The 2008 challenge was to turn Cippi from advertising property into entertainment icon. The response was to treat Cippi like an entertainment brand and produce 12 cartoon episodes. Distribution came through editorial partnerships both on mobile - Vodafone enabled free access to 28 million people; and online - the films were placed on premium content portals. This led to seven million interactions, and the Cippi series even made it onto national TV.
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