Task
Create and execute an experiential campaign to leverage Ribena’s gold level sponsorship of the national Weetbix Kids Tryathlon series.
Solution
We designed and created the Ribena Fun Zone, a mobile interactive brand experience area that became the dominant feature at the five main Tryathlon events, across five states around the country.
The Ribena Fun Zone included brand themed fairground style games to win product merchandise that reinforced Ribena’s product messages. A branded chill-out zone with giant Ribena Berry bean bags was designed to give parents and tired kids a much needed place to relax and unwind.
Teams of Ribena staff extended the Ribena experience into the heart of the event, with a cheerleading squad to support the kids, Fun Zone roaming staff giving out balloons and temporary tattoos and the giant Ribena Berry character acting as unofficial mascot for the competition.
Results
This campaign won a global marketing award for innovation and effectiveness at the international annual GlaxoSmithKline conference.
The Ribena Fun Zone proved to be a star attraction, resulting in the stand being ten-deep with kids waiting to play games and win Ribena merchandise at each event. Over 8,000 games and Ribena branded prizes were given over the course of the campaign.
In total, the campaign reached over 11,000 kids across the country between the ages of seven and fifteen, along with over 20,000 enthusiastic supporters, including mums who were reminded how much their kids love Ribena!
Ribena tattoos were the must have fashion accessory, and over 800 Ribena helium balloons transformed each event into a sea of purple by the end of the competition.
Images
