Design > Digital & Interactive Design
ZIMMERMAN ADVERTISING, Fort Lauderdale / JAMBA JUICE / 2017
Overview
Credits
CampaignDescription
The highlight of the prank was when Ellen instructed Adele to say there was
something similar to Jamba Juice in Britain called “Swishy Chug.” Knowing
viewers of the prank would most likely take to the Internet in order to investigate
Swishy Chug, our idea was to create a fake brand around it, and use it as a
means of driving both positive sentiment and sales for Jamba Juice.
Execution
The timeline for executing and implementing Swishy Chug was approximately 6
hours; between the time the video was released online, and the time it aired live
on Ellen’s show. The first step of the execution was building a brand for Swishy
Chug. That included creating a logo, a tagline, a look & feel, and even a brand
voice, which would be expressed across different mediums. Then, we created
Swishy Chug’s signature product, “Rolling in the Beets”, which was based on a
smoothie recipe Adele described. We also created four more signature flavors
inspired by the prank, which lived on swishychug.com. We also created a
Twitter account, which went live immediately and required a team of community
managers working around the clock to capitalize on the engagement. We even
released a video of an employee creating the “Rolling in the Beets” smoothie to
keep the conversation going.
Outcome
+3.4 billion impressions +10 million in earned media +62,000 unique
conversations +400% engagement +1,200 publications +120,000 coupons
downloaded 32% increase in sales on the day of the activation. Over a 2
week period sales were up by an average of 19.33%. YTD, Jamba Juice went
from –2.08% to +2.62%, an upward swing of 4.7%. $0 spent on media.
Strategy
Jamba Juice’s brand is built on the fact that they only use real fruits and
vegetables in each of their products. Our strategy was to create fake content for
Swishy Chug that spread across all of the digital platforms our target segment of
millennial women would be likely to use. Swishy Chug content would drive back
to Jamba Juice content, revealing that while Swishy Chug may not be real, the
fruits and veggies in every Jamba Juice product certainly are, and offering the
consumer a real coupon, redeemable at Jamba Juice. Knowing much of the
conversation around the prank would take place on Twitter, social listening, as
well as search and response, were key to our approach, in that we’d be able to
engage with users who were already actively looking into Swishy Chug.
Synopsis
There is an ongoing brief for a team to monitor events that happen online and
offline and find opportunities for Jamba Juice to promote products in a culturally
relevant way. One day, Jamba Juice received an unexpected
visit from international pop star Adele. As it turned out, she was there on behalf
of U.S. talk show host Ellen DeGeneres, who watched from her TV studio and
secretly told Adele what to say. It was a hilarious prank. When a video of the
exchange surfaced online that morning, we saw a unique opportunity
surrounding this event—one that would allow Jamba Juice to capitalize on the
conversation, and use it to generate business during a period when their sales
are particularly low. Best of all, the idea had to be conceived, executed, and
implemented, all before the prank aired live on Ellen’s show in the afternoon.
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