|Title||MOUNTAIN DEW GOCAP|
|Product / Service||MOUNTAIN DEW|
|Category||B04. Use of Ambient Media: Small Scale|
|Entrant||COLENSO BBDO Auckland, NEW ZEALAND|
|Idea Creation||COLENSO BBDO Auckland, NEW ZEALAND|
|Nick Worthington||Colenso BBDO||Creative Chairman|
|Dan Wright||Colenso BBDO||Creative Director|
|Iain MacMillan||Colenso BBDO||Art Director|
|Scott Chapman||Colenso BBDO||Senior Producer|
|Angela Watson||Colenso BBDO||Head of Account Management|
|Andy McLeish||Colenso BBDO||Head of Planning|
|Silvio Caielli||Colenso BBDO||Copywriter|
|Natalie Downes||Colenso BBDO||Senior Business Director|
|Alex Wilson||Colenso BBDO||Account Manager|
|Jacob Douglas||Colenso BBDO||Account Manager|
|Odin Van Daal||Colenso BBDO||Editor|
|Matt Oak||Colenso BBDO||Designer|
|Mark Troup-Paul||Frucor Beverages Ltd||Marketing Manager|
|Sam Forrest||Frucor Beverages Ltd||Brand Manager|
We knew our audience captured their epic footage, so we set about creating a way to combine two of their passions - the thrill of landing a epic trick and filming this to share with the world. Mountain Dew GoCap. Our idea took Moutain Dew off the sidelines and put it right into the action, by turning the humble bottle cap into a tool for our consumers to capture their awesome content. GoCaps can be used as a hand held camera grip, as a tripod for ramp tricks, or as a floating mount in the surf. Mountain Dew was no longer just a refreshing CSD, it was the must have accessory of summer for all action sport lovers. Such a simple idea that clearly communicated our brand philosophy: to get to easy, you have to go through hard.
We engaged our core drinkers by running an on-pack promotion which gave them a chance to win a GoPro and a GoCap together. Giving away a pack a day, over 56 days, through a simple text to win entry mechanic, we caused a bit of buzz. We knew we couldn’t stop there. We increased the GoCap hype by creating and posting about the caps on our social channels. We produced a GoCap GIF, where we were able to speak our audiences language to demonstrate the product functionality and brand philosophy. Finally through our retail skate stores we were able to target our audience in a way which was never before possible. The GoCap gave us license to be in retailers as we were now more than just a refreshing beverage, we provided real value and utility to our audience.
The GoCap opened up a new distribution channel for Mountain Dew. Mountain Dew is now stocked at three leading skate retailers nationally. Stores that traditionally do not stock any beverages, giving more visibility to the brand with our heartland consumers in stores they love to go. Thanks to the mould and tool produced for the cap, we can now produce on scale, with interest from PepsiCo regionally to produce it for the Oceania region. More than just a cap, the GoCap adds real value to our consumers as they no longer need to purchase a mount, a tripod, a float or any accessories for their GoPro. The 700 caps produced and distributed through retail skate stores and our social channels, were gone in less than 6 weeks. We could not keep up with demand.
Mountain Dew has always provided the fuel for skaters, snowboarders and surfers, now we could be there with them helping them capture the action. The GoCap formed the central part of Mountain Dew’s summer promotion. Buy a Mountain Dew from selected outlets and get a free GoCap turning the MD bottle into a handheld camera mount, a tripod and, when half filled, into a floating camera mount. On the packaging competition details directed you to the Mountain Dew Facebook page where you could share your footage and win more GoPro cameras and gear fuelling the promotion.
With a limited budget we knew we needed to be pointed in how we pushed our product out to our consumers. We needed to talk to our audience at times and places where we knew they would listen. Our audience are constantly creating personal content and sharing this out across social media. This made it clear that we needed to do that same. We needed to speak their language and act in a way that they would connect with. We also needed to position this new product at places where our consumers could understand the use and potential. By establishing partnerships with select skate retailers not only were sales staff able to communicate the utility of this product, but the GoCap was now alongside all other action sports essentials.