TROPIKA Promo, Case study TROPIKA ISLAND OF TREASURE by Stimulii

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TROPIKA ISLAND OF TREASURE

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Industry Juice
Media Promo & PR, Case study
Market South Africa
Agency Stimulii
Producer Graeme Moon
Released February 2011

Credits & Description

Category: Best Use of Branded Content
Advertiser: TROPIKA
Product/Service: FRUIT JUICE
Agency: STIMULII
Date of First Appearance: Feb 20 2011
Entrant Company: STIMULII, Johannesburg, SOUTH AFRICA
Executive Producer and Creator: Grazyna Koscielska (Stimulii)
Executive Producer and Creator: Sam Moon (Stimulii)
Producer: Graeme Moon (KAP)
Series Director: Steven Warriner (KAP)
Media placement: Contestants Profiles 30" And 15" - E.tv - 10th February 2011
Media placement: Episodics 30", Episode 1 - E.tv - 14th February 2011
Media placement: First Episode - E.tv 18h30 -19h00 - 20th February 2011

Insights, Strategy & the Idea
Following a successful on pack sweepstakes execution, the Tropika Island of Treasure Reality TV show on prime time network television sees 7 hot South African celebrities and 7 randomly picked South African consumers play against one another in 8 quirky challenges on the exotic island of Phuket. They compete for the title of Reality TV Star and stand a chance to walk away with R 1 million. The series of 8 half- hour episodes serve as a brand extension and brand building exercise, allowing Tropika to retain relevance amongst the youth, while entrenching the brand's characteristics of irreverent fun in the sun.

Creative Execution
Create 8 half hour television programs that reflect the brand ethos of irreverent fun in the sun. Each episode starts with a morning activity leading up to the main comical, larger than life Island Game. Each day's winner of the Island Game has the individual power, following a plead session, to pronounce to one player "Pack Your Bags and Get Off My Island!”. In terms of brand exposure the Tropika story was told via neural marketing elements using colour, look and feel as opposed to focusing on product integration only, delivering a highly entertaining show. All of our chosen celebrities from across multiple disciplines have a great following and the show's popularity definitely traded on that. The show’s presenter is DJ Fresh, the most popular and we got exceptional coverage as a result. The broadcaster fully supported the show as their own with additional airtime, outdoor billboards and a viewer competition.

Results and Effectiveness
Our first episode received a rating of 5.4, outperforming the slot. In a huge honour for an advertiser founded show, the consumer media is favourably comparing Tropika Island of Treasure to Survivor. Tropika Island of Treasure 3 and words associated to it trended top 4 on Twitter SA, during the first episode. The series runs till 10th April 2011.