STRATEGIC INSIGHT: Bioplus consumers respond to “non-traditional” or extraordinary communication platforms
ACTIVATION TITLE: MAKE IT EXTRAORDINARY
• Ordinary objects were framed (in pink) on billboard, print and in-store applications
• Call to action on these applications were to ‘make it extraordinary’ by sms’ing
• The sms would reply with an extraordinary, inspiring and innovative picture or video
• The message on this video or image drove consumers to a website with a competition with R1000 to be won daily
ACTIVATION TITLE: MAKE IT EXTRAORDINARY
• Ordinary objects were framed (in pink) on billboard, print and in-store applications
• Call to action on these applications were to ‘make it extraordinary’ by sms’ing
• The sms would reply with an extraordinary, inspiring and innovative picture or video
• The message on this video or image drove consumers to a website with a competition with R1000 to be won daily
• Print application - pretended to ‘hi-jack’ articles by placing ‘fake ads’ and placing the pink frame over them - as repetition of visual device.
• Mobile billboards expanded the reach of campaign given its limited budget.
• In-store wobbler showcased the new Bioplus strawberry flavour
• On the website consumers could load their own version of the extraordinary, vote for others’ as well as download cellphone
and desktop backgrounds
• The person with the most votes won the prize
• Campaign increase awareness of brand and delivered on brand promise
• Campaign also allowed for database build
and desktop backgrounds
• The person with the most votes won the prize
• Campaign increase awareness of brand and delivered on brand promise
• Campaign also allowed for database build
• Online your web-cursor also changed into a frame and revealed the ‘extraordinary things’ hidden on the page.
Bioplus: Make it extraordinary. DRAFT FCB JHB. 2009.
Copywriter: Dawn Franke
Designer: Kyle Shoeman
Art Director: Mariske van den Berg
CD: Janine Kleinschmidt
ECD: Marthinus Duckit
Copywriter: Dawn Franke
Designer: Kyle Shoeman
Art Director: Mariske van den Berg
CD: Janine Kleinschmidt
ECD: Marthinus Duckit
