| Title | AMERICAN CLASSICS |
| Brand | KRISPY KREME |
| Product / Service | KRISPY KREME DOUGHNUTS |
| Category | B02. Use of Audio Platforms |
| Entrant | TBWA\SYDNEY, AUSTRALIA |
| Idea Creation | TBWA\SYDNEY, AUSTRALIA |
| Production | SONAR MUSIC Sydney, AUSTRALIA |
| Production 2 | KIT BAKER Surry Hills, AUSTRALIA |
| Production 3 | BEN COLLIER-MARSH London, UNITED KINGDOM |
| Name | Company | Position |
|---|---|---|
| Russ Tucker | TBWA\DAN Sydney | National Digital Creative Director |
| Andrew Torrisi | TBWA\Sydney | Art Director |
| Chloe Saintilan | TBWA\Sydney | Copywriter |
| Jonathan Pitcher | TBWA\Sydney | Head of Production |
| Sean Gardner | TBWA\DAN Sydney | Business Director |
| Gemma Heyes | TBWA\Sydney | Associate Executive Producer |
| Rob Harris | TBWA\Sydney | Interface Developer |
| Razif Djamaluddin | TBWA\Sydney | Digital Designer |
| Ben Collier-Marsh | Ben Collier-Marsh | Animation Designer |
Celebrating the launch of Krispy Kreme’s American Classics, we wanted to show Australia that they taste as classic as they sound. So we transformed the iconic Krispy Kreme boxes into retro jukeboxes that fans could connect their phones to, letting fans listen to the classics while they ate them. To play on these jukeboxes, we partnered with Spotify to write and produce an original 50s’-inspired song for each of the doughnuts. ‘Sung’ by the doughnuts themselves, these were the first songs ever to be published on Spotify by a brand, and were accompanied by specially curated playlists starring various 50s’ legends. And because they were such a hit on Spotify, animated music videos for each song were produced and released on Facebook.
At the core of the campaign, four songs were written for each of our classic flavours. These could be explored via HTML5 Jukebox on the Krispy Kreme website. Specially customised ‘Jukebox’ Krispy Kreme boxes with built-in speakers could be paired with our Spotify playlist to bring the sounds of classic America to our customers. These were sent to media, influencers and were given away to a few lucky Krispy Kreme customers. The songs were amplified via a Spotify partnership that featured not only audio ad placements, but also a customised campaign hub within Spotify itself. The campaign ran for six weeks. This was national campaign, with a focus on NSW, VIC, QLD and WA.
– Sales up 18.5% YOY – Social reach: 6,486,977 – Social engagement: 137,372 – PR reach: 5,548,894 American Classics proved to be the most popular limited time range ever in Australia and the campaign set a new benchmark for integrated creativity and performance for Krispy Kreme Australia.
The campaign was designed purely around the sounds of Classic 50s and 60s America, and the media plan centred around audio-based platforms.
The American Classics strategy was to use the iconic sounds and imagery of classic Americana to get consumers thinking about the classic flavours. Through our campaign, we transported them to a time and place where life was easy and fun, the food was delicious and the customer service was second to none. A Spotify partnership was at the heart of the planning strategy, with additional display media, social media and radio support. Krispy Kreme is already an iconic American brand – the strategic approach was to further amplify this brand association with classic America.