Foster Group Promo OPERATION KERPLONK by DDB Melbourne

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Industry Wine & Champagne
Media Promo & PR
Market Australia
Agency DDB Melbourne
Creative Director Nick Cummins
Art Director Grant Rutherford
Copywriter Jim Mckeown
Released June 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: FOSTER'S GROUP
Product/Service: WINE RANGE
Date of First Appearance: Jun 13 2009 12:00AM
Entry URL:
Executive Creative Director: Grant Rutherford (DDB Group Melbourne)
Creative Director: Nick Cummins (DDB Group Melbourne)
Creative Director: Jim McKeown (DDB Group Melbourne)
Art Director: Grant Rutherford (DDB Group Melbourne)
Copywriter: Jim McKeown (DDB Group Melbourne)
Interactive Designer: Mark White (DDB Group Melbourne)
Programmer: Brayden Meyer (DDB Group Melbourne)
Group Business Director: Oliver Lynch (DDB Group Melbourne)
Account Director: Justin Arnold (DDB Group Melbourne)
Planner: Ian Forth (DDB Group Melbourne)
Group Marketing Director: Alex D'Amico (Foster's Group)
Media placement: Radio - Radio Stations - 13/6/2009
Media placement: Sreet Posters - Outdoor Sites - 13/6/2009
Media placement: Print - Magazine Ads - Newspaper Inserts - 13/6/2009
Media placement: Interactive - Website - 13/6/2009
Media placement: Educational Video - Website - 13/6/2009
Media placement: Social Media - Twitter - 13/6/2009

Describe the objective of the promotion.
The wine market is a cluttered category that can be stuffy. To stand out from the crowd, Fifth Leg needed to reassert its brand personality as a quality wine that doesn’t take itself too seriously. Our target audience, young couples around 30 with their lives moving steadily upwards AND warming up to wine. The campaign objectives: • Build a database of 5,000 via the Fifth Leg web space. • Engage over 35,000 consumers via digital media. • To sample over 3,000 consumers with Fifth Leg product. • Reassert Fifth Leg as a quality wine that doesn’t take itself too seriously.

Describe how the promotion developed from concept to implementation
Consumers were directed to a microsite - the campaign hub. They were welcomed to the site via a video message from fictitious spokesperson Don Spillane who introduced the initiative with a government style educational video. Consumers then searched for their nearest drop zone and dobbed in friends guilty of committing crimes against wine. Offenders received a personalised video outlining the charges against them. To avoid prosecution they were asked to inform on other friends creating a viral effect. Each offender they dobbed in became an entry to win free Fifth Leg wine.

Describe the success of the promotion with both client and consumer including some quantifiable results
Total Cost: $ 1,000,0000 Results • A database collected in excess of 12,000 unique consumers. (7,000 above target). • 56,000 visits to campaign site (21,000 above target). • Average time spent on the site was 7 ½ minutes. • Over 26,000 ‘drop zones’ searches via the campaign site. • Over 7,000 offenders dobbed in via the campaign site. • 3,000 bottles swaped on 07.07.09. • Over 4,300 people sampled with Fifth Leg in store on the day. (1,300 above target). • Over 11,000 banner ad click thru’s at 0.20%.

Explain why the method of promotion was most relevant to the product or service
The campaign accomplished two things at once. It served as a brand campaign and a promotion. Operation Kerplonk’s irreverent take on stuffy government advertising conveyed the idea that Fifth Leg is a quality wine with a sense of humour. The promotion was a ‘wine amnesty’ or ‘swap day’ where consumers handed over inferior wine at their local bottle shop in return for a free bottle of Fifth Leg.