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Credits:
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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 Manager
Details
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 client’s 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 Pascall’s 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 couldn’t have been more relevant. We made a fun, engaging piece of communication that integrated the brand promise and created customer anticipation and involvement.
The commercial titled WHEN WILL THE FRUIT BURST was done by DDB advertising agency for PASCALL FRUIT FLAVOURED SWEETS (PASCALL company) in New Zealand. It was released in the June 2009. Business sector is Baking & sweet foods.
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