Alpina Promo, Case study FRUPER'S MOCK PRODUCTION by MullenLowe SSP3 Bogota

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Industry Juice
Media Promo & PR, Case study
Market Colombia
Agency MullenLowe SSP3 Bogota
Creative Mario Lagos
Released November 2009

Credits & Description

Category: Best Use of Television
Advertiser: ALPINA
Product/Service: FRUIT JUICE
Agency: LOWE/SSP3
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: PHD COLOMBIA, Bogota, COLOMBIA
Entry URL:
Account Director: Jose Luis Rodriguez (PHD Colombia)
Media Strategy Account Director: Juan Esteban Pacheco (PHD Colombia)
Innovation Director: Alexandra Suarez (PHD Colombia)
General Manager: Yasmina Celis (PHD Colombia)
Creative: Mario Lagos (Lowe SSP3)
Account Director: Lisa Olea (Lowe SSP3)
Commercial Director: Demetrio Alexiades (Zero Fractal)
Marketing Director: Maria Fernanda Garzon (Alpina)
Media Manager: Rosario Arango (Alpina)
Marketing Executive: Amanda Umaña (Alpina)
Media placement: TV Campaign - 6 Spots - RCN Television - 12/12/2009

Results and Effectiveness
We and the client consider this implementation as a huge innovation within a cluttered space used only with conventional formats. This activity allowed the brand to get closer to its consumers and remarkably increased the bond between them. Proof of that is the massive response created by the survey on our site: 18,500 visits representing a growth of 1233% compared to monthly average visits in 2009.

Creative Execution
We took Frupers to Bichos, one of the most loved programmes by kids. We asked them (through an online survey) to tell us which pranks they wanted the Frupers to pull on the hosts of the programme. We took several of these pranks from the Internet and recreated them on the Bichos TV set. The pranks were: painting a moustache on the host’s face, painting him a wig or drawing graffiti in the middle of the set. We used 3D technology to obtain top quality implementation and interaction between fiction characters and real people, which is a constant child's dream. They became the directors of the characters.

Insights, Strategy & the Idea
Fruper is a ready to drink fruit juice from Alpina. The main challenges of the brand were: - To increase closeness between the brand and the kids. - To stop the declining trend of sales that was showing by the end of 2009. The Frupers are an animated representation of the fruits and their flavours. The Frupers, just like kids, have a mischievous personality; they are always looking for fun and pranks. We looked for kids' favourite activities, so the Frupers could become allies every time kids wanted to pull some pranks.