Title | PURDEY'S THRIVE ON |
Brand | BRITVIC |
Product/Service | PURDEY'S |
Category |
A07. Talent |
Entrant
|
IRIS WORLDWIDE London, UNITED KINGDOM
|
Idea Creation
|
IRIS WORLDWIDE London, UNITED KINGDOM
|
Production
|
SHINE NORTH Salford, UNITED KINGDOM
|
Credits
Andy Taylor |
iris worldwide |
Executive Creative Director |
Francois Boshoff |
iris worldwide |
Creative Director |
Sophie Szilady |
iris worldwide |
Art Director |
Sophia Johnson |
iris worldwide |
Copywriter |
The Campaign
‘Thrive On’ was created. It means taking life in your stride. Growing, learning and making the most of one’s possibilities. Together with Idris Elba, a man world-famous for his restless ambition, we set out to inspire and enable everyday people to unlock their potential and help them take their first steps to achieving their dreams.
Using a hero launch film, led by Idris, we tapped into a genuine and very emotional insight that there is a deep pool of unfulfilled life ambitions amongst our target audience which fitted tightly with Purdey’s brand positioning of helping you to thrive in life, and also matched Idris Elba’s own late start in his career.
The film, supporting content and competition all challenged the perceived wisdoms of ‘grown-ups’ and drove action and conversation around unfulfilled ambition. We then sought out people with the ambition to thrive and gave them the tools to kick on.
Creative Execution
We launched the campaign in January with a press event to introduce Idris Elba as our brand ambassador and invited some of the UK’s most prolific thrivers to attend, so they could discuss what inspires them.
The three-month campaign then kicked off in April with a 30” teaser edit that generated buzz amongst the target audience and awareness of the brand.
We followed up with an emotionally driven full length edit that invited people tell us how they wanted to Thrive On at the Purdey’s website for the chance to win their ambition being fulfilled.
The competition was also supported by two 15” edits that were retargetted to those who had engaged with our content.
All content was seeded across Facebook, Twitter, YouTube and Unruly and during the campaign we also ran OOH throughout London to raise product awareness.
We succeeded in reaching our business ambitions, whilst obliterating our ‘emotional’ targets. The brand benefited from a 25% increase in market share. Rate of sale rose 20% during the campaign, Purdey’s distribution footprint doubled and household penetration grew by 20%.
And, as for ‘Thrive On’, it did just that. The content went global after receiving over 366k shares taking it up to 31m+ views, but most impressively, this was achieved with 103% organic views… unheard of in this day of paid reach.
The competition received an overwhelming 1,977 detailed entries and what’s more we built an organic community of thrivers, all supporting and encouraging one and other to achieve their dreams. A real ‘thriving’ spirit was built and nurtured by Idris as he interacted with the community throughout the campaign.
In partnership with Idris Elba, Purdey’s encouraged millions of people worldwide to think differently. We approached the re-launch of a brand, Purdey’s, in a non-conventional and disruptive style. We went far beyond simple celebrity badging or ‘grip and grin’ shots and instead positioned Idris as the spearhead of a global conversation, challenging perceptions and encouraging people to think differently about what ‘thriving in life’ means.
Our content took a unique approach for the ‘energy’ category, one that reaped rewards, with 31m+ global video views (1:1 paid v earned views ratio), 366k shares and a 25% increase in market share.
Once you become an adult and ‘fully grown’, it is easy to forget your dreams and to settle for ‘your lot’. We wanted to shine a light on this very emotive and passionate truth, prompting people into action.
Using a superstar like Idris Elba made the content feel like content, not 'just' an ad, and we also had a real test and learn approach to the targeting – trialling many different audiences on Facebook and optimising our spend in real-time against whichever ones responded best.
Ultimately, though, the strategy was one of emotion, provocation and participation. We launched with an emotive, story-led film in social, then provoked and challenged the people of Facebook to share their dreams and start a real conversation about ambition. Finally, the competition, led by Idris, was designed to drive deeper participation with Purdey’s, generating organic content of its own.