Irn-bru: BRUZIL by PHD London for Irn-bru

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Irn-bru: BRUZIL

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Industry Soft Drinks
Media Promo & PR
Market United Kingdom
Agency PHD London
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Localised Campaign Gold

Credits & Description

Type of Entry: Use of Media
Category: Best Localised Campaign
Advertiser/Client: AG BARR
Product/Service: IRN BRU
Entrant Company: PHD London, UNITED KINGDOM
Media Agency: PHD London, UNITED KINGDOM
Managing Director: Jason Spencer (PHD North)
Planning Director: Lorraine Jones (PHD North)
Media Manager: Ian Dolan (PHD North)
Group Broadcast Manager: Laura Davis (PHD)
Joint Head of Broadcast: Danny Barnes (PHD)
Regional Supervisior: Paula Martino (OMG Argentina)
Regional Account Director: Lesia Buszczak (OMG Argentina)
Senior Account Manager: Janice Macgregor (Burt Greener)
Account Manager: Stacey Blevins (Burt Greener)
Planning Director: Phil Adams (Blonde)
Head of Leith: Ed Brooke (The Leith Agency)
Account Executive: Claire Patterson (The Leith Agency)
Senior Account Manager: Gillian Howell (The Leith Agency)
Results and Effectiveness:
On a budget of just £150,000 (for context, Coke spent £3.4m in the same period) YOY sales volume in Scotland increased 8%, whilst the flavoured carbs sector decreased 1%.
IRN-BRU.co.uk achieved 40% of its annual traffic in one month.
The BRU-zilian name generator created more than 700,000 names with users visiting IRN-BRU.co.uk for an average of >5 minutes (as a comparison, Twitter in the UK averages 3.5 mins per visit)
Marketing Week named the campaign as one of the top five 2010 World Cup brand campaigns.
We, of course, still await results of many BRU-zilian pregnancy tests....
Creative Execution:
1. ‘Recruitment’ in Brazil
We bought beach-side billboards and ‘lonely hearts’ ads in local newspapers encouraging Brazilians to help IRN-BRU’s cause.
These were unveiled on a press tour to Rio, accompanied by an aeroplane banner saying “Hello Brazil, let us unite to help Scotland have a magical football team” pulled across the skies above Copacabana beach.
2. Spreading the love in Scotland
PR was further leveraged by Scottish footballing legend Archie Gemmill holding a campaign launch press conference.
Viral videos were released online and promoted through the IRN-BRU Twitter feed and Facebook groups. These were accompanied by the ‘BRU-zil name generator’ which suggested names for fans’ BRU-zilian children.
Finally, a TV ad showcasing the Scotland/BRU-zilian team for 2034 ran in perfectly-targeted World Cup programming – including the centre break of the World Cup final itself – giving the perfect opportunity for fans to think “this could be us in 2034!”
Insights, Strategy and the Idea:
The Local Insight:
The Scottish LOVE football but aren’t as good at it as they'd like to be. That doesn’t stop them dreaming though.
This is how we tapped into a nation’s footballing psyche to deliver a campaign of such outrageous, quirky optimism it could only work in Scotland.
The Issue:
Scottish soft drink IRN-BRU faced two challenges in 2010 as football fever spread across the globe.
Huge multi-national rivals had a major focus on the World Cup and deep pockets and Scotland - IRN-BRU’s key market – hadn’t qualified for the tournament.
Objective:
Drive sales and engagement with the brand on a budget of just £150,000 for ALL communications disciplines.
The BIG Idea:
We’d fuel Scottish optimism by turning to the most successful national football team of all time.
We’d recruit Brazilians to mate with Scots to create BRU-ZILIANS - footballers who can make Scotland World champions in 2034.