Cloud 9 Promo CLOUD 9 #FROZENINTHECLOUDS by Grey Melbourne

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CLOUD 9 #FROZENINTHECLOUDS

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Industry Yogurt
Media Promo & PR
Market Australia
Agency Grey Melbourne
Director Sascha Ettinger Epstein
Executive Creative Director Michael Knox
Art Director Rohan Cooke, Laura Petruccelli
Copywriter Rohan Cooke, Laura Petruccelli
Released May 2013

Credits & Description

Advertiser: BULLA DAIRY FOODS
Agency: GREY MELBOURNE
Category: Internet Film Series
Advertising campaign: CLOUD 9 #FROZENINTHECLOUDS
Senior Account Manager: Catherine McDonald (Grey Melbourne)
Planner: Alice Atherton (Grey Melbourne)
Product Manager: Claire Scott (Bulla Dairy Foods)
Business Director: D'arne Buckley (Grey Melbourne)
Marketing Director: Helen Reece (Bulla Dairy Foods)
Art Director: Laura Petruccelli (Grey Melbourne)
Executive Creative Director: Michael Knox (Grey Melbourne)
Group Marketing Manager: Briony Delaney (Bulla Dairy Foods)
Influencer Manager: Popup Collective (Popup Collective)
Art Director: Rohan Cooke (Grey Melbourne)
Copywriter: Laura Petruccelli (Grey Melbourne)
Copywriter: Rohan Cooke (Grey Melbourne)
Director: Sascha Ettinger Epstein (Will O'Rourke)

Relevancy
Launch a new premium frozen yoghurt called Cloud 9 to a notoriously hard to reach target audience of urban foodies who spendmost of their time online (not in supermarkets!) We also needed to launch this new category, being premium frozen yoghurt. Inspired by the name Cloud 9 we looked to theskies and wondered if it was possible to freeze yoghurt in the clouds. Thissocial event called #frozenintheclouds then involved Australia’s mostinfluential bloggers who are adoringly followed by our audience. Each blogger received a tub from the clouds, shared its journey and even created recipes.

Implementation
Send personalised tubs of Cloud 9 yoghurt 50,000 feet into the sky to be frozen. This social event called #frozenintheclouds, will then involve Australia’s top food bloggers, who are adoringly followed by our audience.

Client Brief Or Objective
Launch new Frozen Yoghurt Cloud 9 to a notoriously hard to reach and harder to impress audience of young, urban foodies. The launch idea had to be credible yet entertaining enough to be talked about within this community.

Outcome
Personally involving bloggers in the event increased their passion for the project and the effort they put behind telling the story. Through bloggers, #frozenintheclouds was shared with an audience of 6.4 million and gained 2.1 million unique impressions.