Bulla, is an Australian owned ice-cream manufacturer trusted and loved by Australian families since 1910
Hotcow was appointed by Grey Australia to implement a live brand experience in the UK and USA to provide homesick Aussie expats with the chance of a summer at home with family and friends. The ‘Bring Em Home’ campaign needed to create engagement and conversation with Australians in London and New York whilst delivering a strong family message to all Australians back home. The objective was to find Aussies and get them to tell their stories as to why they need to come back and be reunited with their families.
The challenge was to find and speak to only Australians in busy, multi-cultural cities and encourage them to get involved and spread the word. Location for this campaign was crucial as it is targeted to a niche target audience. Hotcow chose Victoria Train Station as statistical data highlighted that the probability of Aussies (or people who have Aussie friends) going through this station on their way to work, or night out was very high. In addition we chose Aussie led communities and places with a Walk-About such as Fulham, Shepherds Bush, Clapham Junction, Putney and Temple. In the New York, we choose sporting events and Aussie led bars.
What we did
Hotcow designed and constructed a giant ice-cream tub that acted as a video booth and armed street teams with ipads to capture entries at prominent Aussie hangouts. Aussies were asked to upload a 30 second video message telling Bulla why they need to be bought home to see their families. The best video’s will win a fully paid trip home to Australia as voted by the Australian public online. The winners were to be filmed reuniting with families and a documentary created.
PR and social media was created to support the activity and encourage people to enter the competition online.
So, what happened:
- Reinforced Bulla’s association with ‘the feeling of home’
- 8,843 unique visitors to the website with entries from all over the globe including France, USA, Spain, UK,Canada, China and Dubai.
- +38% overdelivered on objective
- Gained press coverage in TNT, Ustralia, Event Magazine, Field Marketing magazine, Promotional Marketing Magazine, The Evening Standard, The Londonist.
Hotcow were fabulous partners to work with on the recent Bulla Creamy Classics ‘Bring ‘em Home’ campaign. From the production of a giant ice-cream tub to the activation on the ground in London and New York, it was great to see our idea come to life so thoroughly for the launch of the campaign.
T. Truda, Account Director, Grey Australia