Thank Crunchie It’s Friday… Again!
When Cadbury decided to reintroduce their classic ‘Friday Feeling’ TV ad for Crunchie (don’t feel bad, we’re all singing it in our heads now too), OgilvyOne had to bring the idea into the lives of the core target audience (18-24 year olds).
A fully integrated ‘Getaway Friday’ campaign was developed to reach consumers through advertising, an in-store promotion, a radio promotion, and online, mobile & on-street activation.
The in-store promotion and radio promotion (run on the Rick O’Shea Show on 2FM) gave consumers the chance to win one of more than 20 European city breaks with a special ‘Friday Feeling’ twist – winners didn’t find out where they were going until they got to the airport on Friday afternoon! This was supported by a WAP site where entrants could download Crunchie wallpapers and the “I’m so excited” ringtone to their phones, as well as accessing Friday tips for staying in and going out. The excitement was spread even more with a special Rick O’Shea outside broadcast from Dublin airport as the winners were told of their prizes.
59,000 entertainment.ie subscribers also received a weekly branded email which brought them to a special Crunchie page giving them the chance to win more ‘Getaway Friday’ breaks and tickets to top events around the country, as well as offering Friday-themed quizzes and event info.
“One of the best email campaigns we have ever run, the weekend break being the second highest competition entries we have ever seen.” Managing Director, Entertainment Ireland.
Finally, an activation team blitzed over 200 offices around the country on Friday afternoons, bringing that ‘Friday Feeling’ to about 50,000 desks with free Crunchies!
Overall, results were superb, with over 1,500 people entering in-store, over 13,000 visiting the WAP site, 50,000 reading our weekly emails and 20,000 entering our online competitions.