Cannes Lions

BEVERAGE

CLEMENGER BBDO SYDNEY / FRUCOR / 2009

Overview

Entries

Credits

Overview

Execution

Samedi was launched with a teaser campaign. This included graffiti headlines in urban hang outs like skate parks and editorial pieces on the MTV website. These led people to an online blog that allowed them to follow our journey as it happened.

Upon return to Australia the footage from the journey was made into a 30-minute MTV documentary called ‘Samedi Says’. Supported by 60 blipverts and two 60 seconds trailers the doco launched on 30/11/08.

The next day the Baron’s advertising went live. It included Posters, TV ads, online banners, sampling and drinking rituals. Everything led to the website where people could watch the footage, learn more about Baron Samedi, and get involved in the conversation.

Outcome

The Samedi campaign produced a passionate response. MTV audience figures for the documentary launch were up 40% on the previous weeks programming. The website and blog are attracting a fanatical response. Local press took up the story whilst culture websites from the US and UK covered the campaign.As for sales results: When the Samedi project began, the clients first aim was for the product to still be on the shelves in 3 months time. Not only is Samedi still on the shelves 6 months later, sales are tracking well above expectations. Samedi has taken hold amongst skaters, surfers and gamers- the heartland of high consumption energy drink users. The client is now investing more money in phase 2 of the launch, which will see Samedi’s creative work reach a mainstream audience.

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