When Sophie Monk made a date with a pumpkin head Keanu Reeves and yogied herself into a pretzel.
With people making fewer trips to the bottleshop during Covid’s first wave, Jimmy Brings wanted to spread the word of their speedy 30-minute alcohol delivery service, without capitalising on the crisis.
Standing apart from the ubiquitous ‘unprecedented’ messaging, we went full weird to develop a series of TVC’s that brought a little levity to lockdown life. And Soph couldn’t have been a better pick.
Customers proactively created their own ‘vege dates’ in response to the ads, creating a social trend.
The campaign itself delivered beyond all expectations. Community engagement soared, with people making their own veggie heads for company at home. This was turned into a competition, with more and more people joining in through social media. The brand reached Top 10 in Food and Drinks on the App Store for the first time. Earned media articles were published widely across Pedestrian.tv, DailyMail,. Drinks Trade, Urban List, Broadsheet and Sydney Morning Herald.
41 million overall media views
12.3 million Facebook impressions
2.1 million Facebook reach
2.6 million YouTube reach
5.9 million YouTube impressions
75% increase in media clicks
35% reduction in customer acquisition cost
224% increase ROAS
Results
Agency - Paper Moose