Pernod Ricard’s curiously-flavoured drinks brand ODDKA was entering the UK; how could we create a distinctive space for this entrant in an already crowded, noisy market?

ODDKA is designed to reflect the natural affinity the target consumer has for experimentation; to launch the product our idea was to release the experimental instincts of our audience by challenging them to share their odd invention ideas.

The Odd Invention Challenge was a multi-touchpoint campaign reaching consumers via Revolution bars where customers were encouraged to scribble their invention ideas on beermats; via YouTube through a partnership with Britain’s largest youth channel SB.TV, through social media, events and editorial.

The result? 500 bizarre invention ideas submitted, a total of 48.7 million impressions, nearly 500,000 video views, 93,000 bottles of ODDKA sold… and Alan Titchmarsh trying out the ‘Toothbrush Hat’ on national television.

The Odd Invention Challenge was a multi-touchpoint campaign reaching consumers via Revolution bars where customers were encouraged to scribble their invention ideas on beermats; via YouTube through a partnership with Britain’s largest youth channel SB.TV, through social media, events and editorial.

A launch party encouraged over 50 bloggers, vloggers and online influencers to embrace their inner oddness and post content from the event.

Our partnership with SB.TV generated 8 videos featuring some of the more bizarre submissions.

A study which showed that one in three Brits thinks they’ve come up with a genius invention but have done nothing about it caught the imagination of the media and resulted in a Leader article in The Times and coverage in multiple print and online media.

Our eventual winner was invited on the national television to demonstrate his winning odd invention – the toothbrush hat – and requests to test the shortlisted inventions came in from broadcasters around the world.

Trainers with built in treadmills to negate the effects of a running machine, a beard-shaped razor to remove facial stubble in one sweep. British creativity had no bounds with nearly 500 spectacularly odd inventions submitted.

500,000 views of videos created in partnership with Britain’s largest youth channel SB.TV,

Over 30,000 ODDKA Facebook fans were recruited in 6 weeks.

1.5 million people reached on Facebook and four million via Twitter.

Sales objectives exceeded with 93,000 bottles sold in five months in the Off Trade alone.

Activity cost £2.68 per 1000 reached. Considered a huge success by Pernod Ricard.