Ice Break Design & Branding ADD A MOTOR TO IT by The Monkeys

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Australia
Agency The Monkeys
Executive Creative Director Justin Drape
Creative Director Scott Nowell
Art Director Jed De Pyper
Copywriter Benn Sutton
Digital Creative Director Jay Gelardi
Released September 2011

Credits & Description

Category: Online Digital Design
Advertiser: PARMALAT
Executive Creative Director: Justin Drape (The Monkeys)
Executive Creative Director: Scott Nowell (The Monkeys)
Creative Director: Scott Nowell (The Monkeys)
Copywriter: Benn Sutton (The Monkeys)
Art Director: Jed De Pyper (The Monkeys)
Head Of Braodcast Production: Thea Carone (The Monkeys)
Executive Planning Director: Fabio Buresti (The Monkeys)
Channel Planner: Matt Rawnsley (The Monkeys)
Digital Director: Ben Cooper (The Monkeys)
Digital Creative Director: Jay Gelardi (The Monkeys)
Head Of Digital Art: Kristian Saliba (The Monkeys)
Technical Director: Kynan Hughes (The Monkeys)
Developer: Adam Robertson (The Monkeys)
Digital Producer: Debbie Sit (The Monkeys)
Flash Designer: Han Lee (The Monkeys)
Digital Designer: Chris Halaska (The Monkeys)
Group Content Director: Dan Beaumont (The Monkeys)
Content Director: Gini Sinclair (The Monkeys)
Content Director: Suzy Coman (The Monkeys)
Content Manager: Kate Behne (The Monkeys)
Media placement: YouTube Channel - YouTube - 27th September 2011

Describe the brief from the client
Ice Break is a popular Australian iced coffee, but for over a decade it had relied on increasingly inefficient ‘push’-based communications. Competitors were circling. The brand needed a more sustainable and deeper communications model to hold its position in a booming category.
The, mostly 18-29 male, Ice Break audience love the brand’s knockabout, but ingenious and bold character. They are highly involved online content consumers and participators.

Describe the challenges and key objectives
The Ice Break target audience has shifted their attention to the digital space, now spending long periods of time on sites such as YouTube and Facebook. Ice Break needed to be where their audience was, so we developed a cross platform idea – 'Add A Motor To It', a web based show that features 7 episodes hosted on YouTube. We also managed to break a world record for the series launch.

Describe how you arrived at the final design
To tie in with the concept and engage users the design of The YouTube Channel is set in a greaser's garage. Each week a motor (in the form of an episode) was added to the car's engine bay. The HTML5 channel maximised the site's reach and integrated Facebook chat meant that conversations could be had, and content shared, without leaving YouTube.

Give some indication of how successful the outcome was in the market
- Viewers spent an average 14 minutes on the AAMTI YouTube channel in the first 3 weeks. Campaign average (8 weeks) was 8.5 minutes.
- We reached 48% of our target audience.
- Over 1.2m views so far
- no1. most watched YouTube video of the week in the entertainment category
- no.2 overall
- 32 YouTube honours in total
- Facebook community grew 32.5%
- Over 1,600 crappy cars made to sound like roaring V8s
- 2,600+ clicks on the theme song
- Over $2.9m in earned media
- Greatest week of sales in the brand’s history.
- Sales up 32% in the largest market