Just one billboard managed, through media coverage, to reach millions worldwide.Website hits exceeded the client’s expectations by over 300%, with 81000 webpage views and over 11000 unique visitors. Thousands of people entered the competition making it one of Pascall’s most successful promotions ever.Brand awareness reached 93% and through brand tracking, purchases intent tripled over the course of the campaign.

Pascall Fruit Bursts are intense fruit flavoured sweets.The client asked us to create a campaign that would increase awareness and engage new and existing customers by restoring fun to the brand.Our strategy was to bring the product truth of ‘an intense fruit burst’ to life through a highly engaging piece of creative that our youthful consumers could actually interact with.

We needed to generate mass reach with a limited budget and very little media.The projected response rate was for at least 3500 people to visit the website and the desired outcome to generate awareness and interaction.We literally demonstrated what a Fruit Burst tasted like by slowly inflating a giant strawberry filled with Fruit Bursts, on a billboard next to a giant pin.

Then over the month of October we blew it up until it burst.A website with a live feed to the billboard gave the whole country the opportunity to guess the exact date and time it would burst to win $5000.

With a product called Fruit Burst it couldn’t have been more relevant.We made a fun, engaging piece of communication that integrated the brand promise and created customer anticipation and involvement.