Our solution was to introduce the target audience to a part of themselves they'd long forgotten - they're Sensible. A vital part of all of us, abused by partying and general bad behaviour. The idea stretched across many channels, but at the heart of the campaign was a Facebook application that would eventually create a database of kids in the demographic. Spring Valley hoped to then use this group to create an ongoing dialogue to enable things like seeding, sampling and testing of future products. Spring Valley expected to gather a small group - 5,000 active users.

Recent research conducted by an independent research company showed the knowledge and likeability of the campaign as extremely high with the target. Online, over 310,000 people reconnected with their Sensibles, with 40% return rates. Average time users spent online interacting with their Sensible was 5 minutes. Daily hits averaged 200/300 per day. And now, six months after campaign completion, Spring Valley has the database they wanted; 32,000 active users that interact with the brand daily on Facebook. Through this group new products have been seeded - ie. Smart Energy - and a continued dialogue has begun between brand and consumer.