THE ICE CUBE THROWING CHAMPIONSHIP
| Title | THE ICE CUBE THROWING CHAMPIONSHIP |
| Brand | PERNOD RICARD |
| Product/Service | PERNOD 51 ROSÉ |
| Category |
A04. USE OF AMBIENT MEDIA: SMALL SCALE |
|
Entrant Company
|
DIGITASLBI FRANCE Paris, FRANCE
|
|
Advertising Agency
|
DIGITASLBI FRANCE Paris, FRANCE
|
Credits
| Nicolas Thiboutot |
Digitaslbi Paris |
Creative Director |
| Chisato Tsuchiya |
Digitaslbi Paris |
Art Director |
| Philippe Pinel |
Digitaslbi Paris |
Creative |
| Frederick Lung |
Digitaslbi Paris |
Creative |
| Olivier Dubocage |
Digitaslbi Paris |
Motion Designer |
| Simon Guillemet |
Digitaslbi Paris |
Mobile Project Manager |
| Bridget Jung |
Digitaslbi Paris |
Chief Creative Director |
| Aline Kesting |
Digitaslbi Paris |
Graphic Designer |
| Jeremy Vissio |
Digitaslbi Paris |
Motion Designer |
| Diego Verastegui |
Digitaslbi Paris |
Realization |
| Julien Terraz |
Digitaslbi Paris |
Creative Technologist |
| Romain Deschateaux |
Digitaslbi Paris |
Project Manager |
| Didier Brun |
Big Boss Studio |
Digital Producer |
| Benedicte Leclere |
Apollo Studio |
Music Producer |
| Gilles Gandara |
Digitaslbi Paris |
Account Director |
Results and Effectiveness
1522 bistrots took part in the competition and more than 6 millions ice cubes were thrown in total. The ice cube throwing championship turned a national problem into a national sport and got people talking about "Pastis 51 Rosé" as well as how it should be drunk.
Creative Execution
We decided the best media opportunity to launch 51 Rosé was in bar promotion. However we needed something that would cut through and really engage potential customers.
We turned the Point-Of-Sale ad, a classically boring and top down media, into a fun, personal and interactive experience. We introduced the new drink in a playful way that engaged potential customers by allowing them to personally interact with the product via an augmented-reality mobile game. The gamification element of this campaign was an important factor in driving engagement for customers and barmen alike. Barmen became brand ambassadors inviting people to play for their 'local bistrot'. Customers engaged in some friendly competition with their friends (and also at a national level) whilst waiting for their drink.
Insights, Strategy and the Idea
In France, the waiting time on café terrasses in summer is very long…
We turned this problem into an opportunity to promote 51 Rosé by creating a fun, time-killing augmented reality mobile game.
This new drink is best served with lots of ice, so we made ice cubes the currency. Players had 51 seconds to launch as many ice cubes as possible from their smartphone into the glass printed on the good old Point-of-Sale ad on their table.
Through geolocalisation, each player could contribute to the total score for their bistrot. We turned a national problem into a national sport!
http://demo.bisystem.com/51rose/