Cannes Lions

YouGurt

KARMARAMA | ACCENTURE INTERACTIVE, London / EMMI / 2018

Overview

Entries

Credits

Overview

Description

Visit the YouGurt website. Pick your three ingredients. Start up the machine and watch a personalised video of your yogurt being made. Lucky winners would get their yogurt delivered direct to their doorstep. DOOH, influencer partnerships, on pack promotion and personalised VOD directed people to the site. Players could pick from a range of never seen before flavours, like pumpkin, chilli and carrot. The machine would display their Facebook photo and then prepare their ingredients. With strawberries being run over by trains, rhubarb massaged and pineapples attacked drones. The video ended by revealing whether you’d won or lost. With yogurt pots being covered in confetti or hit by lightning. Our 50 winners each day were offered our ConGurtulations and for those who didn’t win, they still had a totally bonkers video to share. Some might call it the biggest technological advancement in dairy ever.

Execution

We created a website which housed the competition - you entered via your facebook login so that you could share your personalised (with your name and photo) video, win or lose.

This was supported by personalised VOD which, via your All4 account, knew your name so you had a personalised ad (which showed your name on screen and voiced it) directing you to the online competition. There was also a generic version for those who weren’t signed in with All4.

This was also supported by OOH 6sheets (516 sites – to build awareness) and social assets (instagram and facebook) which also directed you to the online competition.

The competition was live from 1st September 2017 – 30th September 2017. There were some teaser social assets and the remaining assets went live within that period.

Outcome

The website received 166,000 site visits (136,700 unique site visits) in the month we were live.

During the month-long campaign, Onken achieved 5,852,668 Facebook reach and 8,945,800 Instagram reach. As well as 110,405 Facebook engagement and 207,514 Instagram engagement.

Influencers including Stacey Solomon, Laura Whitmore and Una Healy tweeted about our YouGurt competition.

We received many positive tweets and emails from delighted consumers.

But most of all, we ONLY got 10 official complaints about the personalised VOD adverts from people creeped out that the TV knew their name.

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