SWAMP SOCCER by Grey London for Frijj

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SWAMP SOCCER

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Industry Non-alcoholic drinks, Milk
Media Promo & PR, Case study
Market United Kingdom
Agency Grey London
Released August 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: DAIRY CREST
Product/Service: FRIJJ MILKSHAKE
Agency: GREY LONDON
Date of First Appearance: Aug 8 2009 12:00AM
Entrant Company: UM, London, UNITED KINGDOM
Entry URL: http://www.frijj.co.uk
Account Director: Ben Reilly (UM London)
Planning Manager: Alice Pott (UM London)
Head of Sponsorship and Programming: Phil Cresswell (UM London)
Group Business Director: Tony Mattson (UM London)
Chief Strategy Officer: Russell Place (UM London)
Media placement: TV Sponsorship (Soccer AM + Soccer AM Best Bits) - Est. 409 TVRs Across Season - Sky Sports Network & Sky One - 15 August 2009
Media placement: On-Pack - Est. 12m Sales January-April - Retail Outlets - 15 January 2010
Media placement: Event Sponsorship (Swamp Soccer Tournament) - Swamp Soccer World Cup - 15 January 2010
Media placement: Online Sponsorship (Soccer AM) - 305k Unique Users Each Month - Sky Sports - 8 August 2009
Media placement: Mobile - Text Entry On-Pack - On-Pack In Retail Outlets - 15 August 2009

Results and Effectiveness
During the current campaign period key brand scores have improved significantly • ‘A lot more likely to consume’ rose by 29% • 62% remembered the SWAMP SOCCER idents versus a 50% industry average • 78% of 18-29 year-old men enjoyed the idents versus an average of 28% • 61% talked about them with friends versus an average of 28% • FRijj now has 5,000 fans on Facebook... • ...and the FRijj Soccerrettes have attracted 1,000 fans • Yes & the Surprising Result is a sales uplift of 30% year-on-year

Creative Execution
We identified Soccer AM, the UK’s leading television football fanzine as the perfect Saturday morning fit, and secured a season long broadcast sponsorship. We created ‘SWAMP SOCCER ’ idents that brought the THICKER, SLOWER, BETTER appeal of FRijj to life with a fun twist, and drove deeper engagement via Soccer AM’s online properties and through competitions... ...we linked these to on-pack and delivered the first use of augmented reality by an FMCG brand in the UK, by creating the FRijj Soccerettes. We extended our theme with headline sponsorship of this summer’s SWAMP SOCCER WORLD CUP. On-pack prize winners get to attend the event and meet the real life FRijj Soccerettes... ...and finally we integrated all SWAMP SOCCER assets through a targeted range of digital channels (online, mobile, and Pro Evolution Soccer) to amplify our idea and create buzz.

Insights, Strategy & the Idea
FRijj is a thick, fresh, heavy milkshake that has historically been consumed by teenage boys. Post an agency presentation we noted a curious phenomenon. All 24 bottles of FRijj, used as props, had been swiftly removed by younger males in the digital and broadcast teams. We therefore developed a hypothesis that we could expand the consumption repertoire of FRijj by unlocking passion for the brand among young men. We interrogated this group further to expand our insights: • Within their weekend rituals FRijj was a pre-evening stomach settler or hangover cure • Saturday mornings were a particularly appropriate time to own • They loved sport, gaming, irreverent comedy and the fun of ‘banter’ with their friends So, we identified a media platform to highlight FRijj’s THICKER, SLOWER, BETTER appeal to younger males, whilst retaining aspiration amongst teenage consumers • THE HEAVY DRINK FOR THE LIGHTER SIDE OF LIFE