CLEVER HAMSTERS by CHI & Partners London for Britvic

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CLEVER HAMSTERS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United Kingdom
Agency CHI & Partners London
Executive Creative Director Ewan Paterson
Released October 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: BRITVIC
Product/Service: DRENCH BOTTLED WATER
Agency: CHI & PARTNERS
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: CHI & PARTNERS, London, UNITED KINGDOM
Entry URL: http://www.staydrenched.co.uk/watchtv.aspx
Executive Creative Director: Ewan Paterson (CHI&Partners)
Art Director/Copy Writer: Matt Collier (CHI&Partners)
Art Director/Copy Writer: Wayne Robinson (CHI&Partners)
Account Planner: Ben Southgate (CHI&Partners)
TV Producer: Ben Clark (CHI&Partners)
Media placement: TV - Planets Funniest Animals - 05/12/2009
Media placement: Classified Press X 3 Insertions - The Stage - 19/11/2009
Media placement: PR Seeding / Articles - VARIOUS - 25/11/2009
Media placement: Website - Staydrenched.co.uk - 30/11/2009
Media placement: Website - Cleverhamsters.co.uk - 19/11/2009
Media placement: YouTube - Youtube.com/staydrenched - 30/11/2009
Media placement: Online - Various - 30/11/2009

Describe the brief/objective of the direct campaign.
Drench is a relative newcomer to the bottled water market and the objective was to build brand awareness among a target of digitally-savvy, bottled water drinkers with a minimal budget. The brief was to create some entertaining brand content that would get talked about & which people would immediately want to share.

Explain why the creative execution was relevant to the product or service.
At a time when the nation was becoming increasingly obsessed with talent show success, Drench needed to capture the imagination of this nation, while also dramatising the benefit of staying topped up with drench. Brains are 75% water and only when properly hydrated do they perform optimally. Drench wanted to dramatise this fact in an entertaining and humorous way for which it’s communications are becoming well know. By showing how these hamsters, who were topping themselves up with Drench, were able to perform jazz and entertain brilliantly, the camapaign got people talking from YouTube viewers, to SkyNews TV journalists.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Drench decided to launch a Jazz hamster band who would perform at their best when topped up with drench water. In response to classified adverts searching for hamster talent, entries were uploaded by the public to cleverhamsters.co.uk. Auditions were then called and hamster hopefuls were “spotted” cueing up outside the Jazz Cafe in London. The objective was to build up hype and excitement in advance of the launch of the band’s debut single, getting the brand talked about in mainstream media and then to get as many views as possible of The Clever Hamsters in action on YouTube or staydrenched.co.uk.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Clever Hamster band was talked about on news sites like the Sun; found themselves in prime time on SkyNews TV and was raved about by journalists from The Times to Ok Magazine. After just 48 hours, Drench’s Clever Hamsters had been viewed by 12,000 fans on Youtube.com/staydrenched. Their popularity accelerated - within a month over 750,000 fans had watched them, with over 1000 reviews giving an average of the full 5* rating. The estimated PR ROI for the campaign was 19:1. Staydrenched.co.uk achieved the highest number of daily visits during the campaign ever achieved by a Britvic brand website.