LUCKY DIP

TitleLUCKY DIP
BrandICEBREAKER
Product / ServiceAPPAREL
CategoryB02. Consumer Products
EntrantY&R Auckland, NEW ZEALAND
Entrant Company:Y&R Auckland, NEW ZEALAND
Sales Promotion/Advertising Agency:Y&R Auckland, NEW ZEALAND

Credits

Name Company Position
Jason Wells Y/R Creative Director
Duncan Munro Y/R Art Director
Tony Haigh Y/R Art Director
Louise Evans Y/R Copywriter
Nicole Yeoman Y/R Art Director
Izzat Design Model Makers

The Brief

To get increased instore traffic and sales during the Rugby World Cup when noise from sponsors was at an all time high

Describe how the promotion developed from concept to implementation

It all started with the thought of the classic kiwi lucky dip. From there we decided to put a Icebreaker merino twist on it and made the lucky dip inside a sheeps arse. Then we worked closely with expert model makers to produce a life size merino ram complete with sound effects

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion quadrupled customer numbers and saw queues of tourists and rugby players wanting to join in on the fun. The event featured in national and international news media and famous players along with New Zealand's Prime Minister allowed us to take a few photos. Thousands of tourists went home happy having had a taste of something that usually only New Zealands get to experience.

Explain why the method of promotion was most relevant to the product or service

At a time when people were looking to experience something really kiwi and our national political correctness was at an all time high we thought in order to get something attention we needed to play on a lot of people's beliefs that we in New Zealand do strange things with sheep. Icebreaker do amazing things with sheep and like to have a laugh so the fit was perfect