SOLO LUCKY UNDIES by BMF Sydney for Schweppes

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SOLO LUCKY UNDIES

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Industry Soft Drinks, Alcohol-free beer and Ciders
Media Direct marketing
Market Australia
Agency BMF Sydney
Executive Creative Director Dylan Taylor-Cd Direct
Creative Director Dennis Koutoulogenis
Art Director Paul Bruce, Jake Rusznyak, Flavio Fonseca
Copywriter Dean Hunt, Piero Ruzzene
Producer Mel Herbert
Released May 2010

Awards

Caples Awards 2010
Campaigns Integrated Campaign Bronze

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: SCHWEPPES
Product/Service: SOFT DRINK
Agency: BMF
Date of First Appearance: May 24 2010
Entrant Company: BMF, Sydney, AUSTRALIA
Creative Founder: Warren Brown (BMF)
Executive Creative Director: Dylan Taylor (BMF)
Creative Director: Dennis Koutoulogenis (BMF)
Art Director: Jake Rusznyak (BMF)
Art Director: Paul Bruce (BMF)
Copywriter: Dean Hunt (BMF)
Copywriter: Piero Ruzzene (BMF)
Art Director: Flavio Fonseca (BMF)
Group Account Director: Rebecca Oxenbould (BMF)
Account Director: Doni Savvides (BMF)
Account Director: Alison Tilling (BMF)
Account Manager: Jennie Boyd (BMF)
Planning Director: Christina Aventi (BMF)
Interactive Producer: Josh Akmens (BMF)
Social Media Manager: Angela Graham (BMF)
Production Manager: Alex Macarthur (BMF)
Art Buyer: Basir Salleh (BMF)
Producer: Mel Herbert (BMF)
Graphic Artist: Iva Madderom (BMF)
Head of Flash Development: Martin Holley (BMF)
Media placement: Product - Lucky Undies - Underwear - 24 May 2010
Media placement: Ambient - Solo Luck Truck - At Match - 24 May 2010
Media placement: Website - Solo Lucky Undies - Website - 1 June 2010
Media placement: Online Films X 8 - Website/youtube - 1 June 2010
Media placement: Social Media - Personalised Films - Facebook - 1 June 2010
Media placement: Social Media - Twitter - 1 June 2010
Media placement: Posters - Out Of Home - 1 June 2010

Describe the brief/objective of the direct campaign.
Solo is an iconic Australian soft drink, and sponsor of our national football team.

With millions of fans supporting their side, the World Cup was a chance to:

(i) make some brand noise
(ii) boost slow winter sales.

However, our main competitor, Coca-Cola, had much bigger budgets, and is an official FIFA sponsor (so South Africa, and even the words “World Cup” were off limits).

So how could a small Aussie player take on the big boys?

We needed something very different to get exposure, and truly engage fans, creating impact well beyond our modest media spend, and driving sales.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of making TV ads, we made underwear: SOLO LUCKY UNDIES.

Lucky undies help you score.

So we produced 225,000 pairs for fans to wear to send luck to the team in South Africa.

We gave them away with purchase, and promoted them in outdoor, radio, online films starring real fans, a luck-generating website, a touring “luck truck”, virtual undies for social media profiles and personalized facebook films featuring football stars.

Our hope was that fans would want to buy Solo to get the undies, and each pair of undies would become a wearable ad for Solo, prompting further sales.

Explain why the creative execution was relevant to the product or service.
Solo is a football sponsor with an irreverent tone of voice and limited budget, so a quirky, partially self-liquidating idea like Lucky Undies, suited the brand perfectly for the World Cup.

The idea is universal - every Australian has a pair of lucky underwear that’s helped them win a game, get a job, or get lucky with the opposite sex.

And particularly appeals to superstitious football fans (with their lucky rituals and charms), especially the millions who couldn’t make it to South Africa, and wanted a fun way to send support – and luck – to their side.

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.
Football fans got into our Lucky Undies:

- All 225,000 found eager owners.

- Coles Supermarkets moved 20,000 on day one.

- The undies were everywhere: the Brandenburg Gate, on the Naked Cowboy in New York, on Olympic athletes, statues, eBay, South African witchdoctors, and wherever fans gathered, including World Cup stadiums and FIFA Live Sites.

- Solo Facebook loyalty increased over 3000%.

Which helped us kick our goal of making noise:

- $3.2 million in media coverage/PR - almost 5 times media spend (and over 50 million impressions).

And driving sales:

- Solo sales up 22% year on year.