Dairy Crest Group Plc Promo FRIJJ – YOU LOL, YOU LOSE. by Iris London

Adsarchive » Promo » Dairy Crest Group Plc » FRIJJ – YOU LOL, YOU LOSE.


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Industry Dairy products & Eggs, Milk
Media Promo & PR
Market United Kingdom
Agency Iris London
Art Director Joe Stamp
Copywriter Tom Prendergast
Designer Taylor Kim
Released August 2011

Credits & Description

Category: Food and Non-Alcholic Drinks
Advertiser: DAIRY CREST
Art Director: Joe Stamp (Iris)
Copywriter: Tom Prendergast (Iris)
Deputy Creative Director: Bill Adcock (Iris)
Designer: Kim Taylor (Iris)
Flash Developer: James Vango (Iris)
QA Tester: Dylan Coyle (Iris)
Backend: Kevin Blake (Iris)
Flash Developer: Nick Jones (Iris)
Account Director: Clementine Imparato (Iris)
Media placement: Website - N/a - 08/08/2011

Describe the objective of the promotion.
To launch FRijj’s new ‘Incredible’ range of milkshakes online, engaging and exciting our target market of 15-25 year-old guys. We needed to educate them about the weird and wonderful flavours and provide information on where they can buy the (relatively rare) milkshakes. But most of all, we wanted to entertain them.

Describe how the promotion developed from concept to implementation.
The success of this campaign hinged on how well the facial tracking technology worked. We had a team of flash developers who custom-built the game. They had to balance it so it worked on any face, it wasn’t too sensitive or too forgiving, they even had to overcome facial hair. Once the game was completed, we needed to drive the customer to their nearest bottle – so we developed a system that used your location and a live database of stockists to show you your nearest shake.

Explain why the method of promotion was most relevant to the product or service.
Our target market was 15-25 year-old guys. They live online, and with our small budget we needed to be clever about how we got into their world. As these guys are very digital savvy, we didn’t want to sell too hard to them. Rather, give them something they wanted to use, put the idea of FRijj into their head, and drive them to their nearest stockist.

Describe the success of the promotion with both client and consumer including some quantifiable results.
‘You LOL, You Lose’ was one of the most effective and talked about promotions ever created for the brand. With no on-pack driver or seeding spend, it achieved:
A quarter of a million plays to date
A 600% increase in traffic to frijj.com, 84% of which were new visitors
92,000 new Facebook fans
A massive social media buzz, and hundreds of blog posts
And 3.1m limited edition bottles sold since launch