Describe the brief from the client: Pascall Fruit Bursts are intense fruit flavoured sweets. The client asked us to create an innovative promotion that would increase awareness and engage new and existing customers by restoring fun to the brand. Our strategy was to bring the product truth of an intense fruit burst to life through a highly engaging piece of creative that our youthful consumers could actually interact with. Describe how the promotion developed from concept to implementation: We literally demonstrated what a Fruit Burst tasted like by slowly inflating a giant strawberry filled with Fruit Bursts, on a billboard next to a giant pin. Over the month of October we inflated it until it burst. Then we turned it into a nationwide promotion. Radio ads, street posters and nationwide sampling directed consumers to whenwillthefruitburst.co.nz. The website had a live video feed to the billboard and gave people the opportunity to guess when it would burst to win $5000. On 31/10/08 the fruit finally burst. Hundreds of people turned up to the event and were showered in over ten thousand Fruit Bursts. Describe the success of the promotion with both client and consumer including some quantifiable results: Just one billboard managed, through media coverage, to reach millions worldwide. Website hits exceeded the clients expectations by over 300%, with 81000 webpage views, over 11000 unique visitors and thousands of competition entries. Brand awareness reached 93% and through brand tracking, purchase intent tripled over the course of the campaign, making the campaign one of Pascalls most successful promotions ever. Explain why the method of promotion was most relevant to the product or service: With a product called Fruit Burst it couldnt have been more relevant. We made a fun, engaging piece of communication that integrated the brand promise and created customer anticipation and involvement.
Type of Entry: Use of Media Category: Best Use of Print & Standard Outdoor in a Promotional Campaign Title: WHEN WILL THE FRUIT BURST Advertiser/Client: PASCALL Product/Service: FRUIT FLAVOURED SWEETS Entrant Company: DDB NEW ZEALAND Auckland, NEW ZEALAND Sales Promotion/Advertising Agency: DDB NEW ZEALAND Auckland, NEW ZEALAND Creative Credits Name Company Position Toby Talbot DDB New Zealand Executive Creative Director Christie Cooper DDB New Zealand Copywriter James Conner DDB New Zealand Art Director Greg Jones DDB New Zealand Group Account Director Keri Aves DDB New Zealand Account Director Andy Robilliard DDB New Zealand Production Manager Robert Saunders Pascall Category Manager Amanda Christie Pascall Assistant Category Managervia www.coloribus.com