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Pepsico asked us to help them launch the new Smiths packaging. The concept must fit in with previous campaigns and tie in with Smiths' baseline "A party in every bag" ("Elke zak 'n feestje").
The campaign will run from August 16th until September 15th. It covers several channels, ranging from point of sales material, to online, TV commercial, guerrilla and street marketing.
Online: On the site, you enter the contest by 'catching' a balloon and leaving your personal details. Every day is a new chance to win tickets to one of Belgium's amusement parks. After the first week, we counted almost 4500 contestants. A series of targeted Facebook ads backed up the campaign to attract more visitors to the online contest.
Offline: We guided every touch point in this campaign, including point of sales. A poster, wobblers and big in store structures were created. They will be displayed in supermarkets all over the country. The new Smiths packaging will also be sampled on different locations. We will announce the dates on Smiths' Facebook page.
We organized an event to add a party element to the campaign. Since Smiths is all about having fun and party, we had a colourful parade march through the city streets of Brussels, Antwerp and Namur. Kids were invited to play a fun game and win tickets to a Belgian amusement park.
Salto was responsible for the practical execution of the event. The street event was captured and then launched as a viral movie on different social media.
DDB created a 5 second bumper spot on TV, based on our key visuals. OMD took care of media buying.
