Lead agency: Unity
Client: Ben & Jerry’s UK
Who came up with the idea?: Unity
Who signed it off client-side?: Ilaria
Ida, Ben & Jerry’s
Who delivered it?: Unity
Honourable mentions
The Milk
Float driver
For World Animal Day on 4 Oct 2012, Unity was asked to develop a fun, low-cost campaign to promote Ben & Jerry’s new “Cow Power” flavour – launched to highlight the brand’s involvement in the “Supporting Better Dairy campaign,” which fights to improve welfare standards for Europe’s 23 million dairy cows.
The answer?: a Cow Power Milk Float “manned” by a milkman and his side-kick, Woody the cow.
The float was effectively “steered” around London by the power of tweets – the more people who tweeted the hashtag from a specific location, the greater the chance that the float would reach them.
Although it only ran for one day, it generated real buzz amongst Ben & Jerry’s target audience. People’s naturally competitive natures (combined with the simple prize of ice-cream) made it irresistible.
And because the cause was tied into the mechanic, it ensured that the broader message hit home.
The campaign had a social reach of 860,250, generating over 1.7 million impressions and 1,800 direct mentions. It also trended throughout the day. As an extra bonus, the brand scooped 456 new Twitter followers. Coverage in the Evening Standard online, Time Out online and All In London only served to increase the buzz.
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.
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Posted by: do personal check | 06 November 2013 at 04:22 PM