Cannes Lions

SHOE SURFING

MCGARRYBOWEN SHANGHAI, Shanghai / UNILEVER / 2014

Presentation Image
Case Film
Online Video

Overview

Entries

Credits

Overview

Execution

In China people ride motor scooters in a unique manner with legs out straight and feet almost touching the ground. We gave this riding style a new name: "Shoe Surfing".

We pretended to create a feature movie about these so called "Shoe Surfers" and their carefree lifestyle and love of peanut butter on bread.

We created a one-minute film to promote the movie and uploaded it to China social media websites such as youku and weibo. We also uploaded interviews with movie-goers (actors) gushing about the fantastic Shoe Surfing movie. The material was also placed on the Unilever Skippy home page.

Outcome

Client's goal was to increase buzz on social media around Skippy peanut butter on bread.

After 3 months, the social media buzz was 136% of expectation.

The total video clicks were 2,828,702 and the CPV against marketing investment was 0.037.

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