Title | CLOUD 9 #FROZENINTHECLOUDS |
Brand | BULLA DAIRY FOODS |
Product / Service | FROZEN YOGHURT |
Category | A03. Best Product Launch/Re-launch/Shopper Marketing |
Entrant | GREY MELBOURNE, AUSTRALIA |
Entrant Company | GREY MELBOURNE, AUSTRALIA |
Advertising Agency | GREY MELBOURNE, AUSTRALIA |
Name | Company | Position |
---|---|---|
Pop Up Collective | Pop Up Collective | Influencer Management |
Alice Atherton | Grey Melbourne | Planner |
Catherine Mcdonald | Grey Melbourne | Senior Account Manager |
D'arne Buckley | Grey Melbourne | Business Director |
Rohan Cooke | Grey Melbourne | Copy Writer |
Laura Petruccelli | Grey Melbourne | Copy Writer |
Rohan Cooke | Grey Melbourne | Art Director |
Laura Petruccelli | Grey Melbourne | Art Director |
Michael Knox | Grey Melbourne | Executive Creative Director |
Launch new Frozen Yoghurt Cloud 9 to a notoriously hard to reach and harder to impress audience of young, urban foodies. The launch idea had to be credible yet entertaining enough to be talked about within this community. With no above the line media, we had to use channels that were specific to this audience and also big enough to give the new brand momentum.
We wanted to see if it was possible to actually freeze yoghurt in the clouds. This begun a series of tests to see what temperature and height the yoghurt needed to travel to freeze. Once we had the answers, we created a social event, #frozenintheclouds involving Australia’s top food bloggers, who are adoringly followed by our audience. Each blogger was dedicated a tub that would be frozen 50,000 ft high in the clouds and then delivered to them.Their individual foodie audiences could follow the journey online, and share the mini documentaries made through GoPro footage shot via the individual tubs.
Personally involving bloggers in the event increased their passion for the project and the effort they put behind telling the story. Through bloggers, #frozenintheclouds was shared with a potential audience of 6.4 million and gained 2.1 million unique impressions. #frozenintheclouds excited the audience to visit the freezer aisle and pick up one of their own tubs. 30% of all Cloud 9 sales were among those new to the category. The overall launch gave Cloud 9 a permanent position in supermarket freezers across the country.
Cloud 9’s unique flavour range and quirky personality meant that the launch idea had to match. In doing so, we were able to match the product to the lifestyle of its audience – online urban foodies. The journeys they had followed online would entice them in store and take them down the frozen isle. We gave them something to talk about, including the stunt itself, recipes and flavour reviews that they could then share with their own social networks.