Dairy Crest Group Plc DM FRIJJ SOCCERETTES by Grey London

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Industry Dairy products & Eggs
Media Direct marketing
Market United Kingdom
Agency Grey London
Director Matt Lenski Audio Producer
Executive Creative Director Jon Williams
Creative Dan Cole, Sam Haynes, Andy Garnett, Leetrott
Producer Rob Godbold, Rebecca Pople
Editor Sam Gunn @ The Whitehouse, James Norris
Released January 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: DAIRY CREST
Product/Service: FRIJJ MILKSHAKE
Date of First Appearance: Feb 1 2010 12:00AM
Entry URL: http://www.FRijj.co.uk
Executive Creative Director: Jon Williams (Grey London)
Creative: Dan Cole (Grey London)
Creative: Andy Garnett (Grey London)
Creative: LeeTrott (Grey London)
Creative: Sam Haynes (Grey London)
Producer: Rebecca Pople (Grey London)
Planner: Ollie Gilmore (Grey London)
Senior Account Manager: Chris Sherwood (Grey London)
Director: Matt Lenski (Epoch)
Producer: Rob Godbold (Epoch)
Line Producer: James Hatcher (Epoch)
Digital Producer: (Syzergy)
Editor: James Norris (The White House)
Editor: Sam Gunn (The White House)
Sound: (Wave Studios)
Media placement: Packaging - All Major Retailers - 01/02/2010
Media placement: Website - Http://www.FRijj.co.uk - 01/02/2010
Media placement: Banner Ads - Http://www.socceram.com - 01/02/2010
Media placement: TV Idents - Soccer AM - 06/02/2010
Media placement: Digital Ezine - Skysports.com/Sportzine Issues 16, 17, 18 - 05/02/2010
Media placement: Social/Digital - Facebook.com - 01/02/2010
Media placement: Banner Ads - Http://www.swampsoccer.co.uk - 01/02/2010
Media placement: PR - Various - 01/02/2010

Describe the brief/objective of the direct campaign.
The aim: make teenage male milkshake fans drink FRijj more often. Do this by building on the FRijj philosophy of: thicker, slower, better, which stems from the fact that FRijj is the thickest milkshake on the market. Tie the campaign into FRijj’s existing foothold in Swamp Soccer courtesy of FRijj’s sponsorship idents for Soccer am.

Explain why the creative execution was relevant to the product or service.
Let’s face facts. Our football-loving target have seen too many heartstring tugging images of fans having fun and sentiments of a nation united. Some jaw dropping viral vids of Soccerettes in mud, an augmented reality girl in every bottle, and a competition to join them at the newly sponsored FRijj Swamp Soccer World Cup. The result: you’re laughing in a FIFA lawyer’s face whilst swigging cognac with your bank manager.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The FRijj Swamp Soccerettes. Girls who love football the way they love milkshakes – thicker, slower, better. The main prize was to win the Swamp Soccerettes as personal cheerleaders at our new sponsored event, the FRijj Swamp Soccer World Cup, taking place in Scotland. We also gave away augmented reality dancing Soccerettes in every bottle, produced viral videos that did risqué the FRijj way, and re-designed the packaging of the limited edition FRijj bottle with a smiling Soccerette attracting record numbers of buyers.

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.
Over 90,000 entries – the most successful on-pack promo the parent company Dairy Crest has ever run. Over 1,500 Swamp Soccer teams. Sales 33% higher during the campaign period than projected before the campaign was conceived… Which meant an extra 4 million bottles were sold.