In the first phase of the campaign, we called on our audience to nominate friends and tell us why they needed to shake things up. We partnered with popular 5FM DJ Roger Goode to recruit on air and online.
With digital partner agency HelloComputer, humorous clips were created and posted on social media channels, working together with radio ads that spoofed friends ‘stuck in a rut’. This drove consumers to a microsite where they could nominate their mates to Flip the Script.
To help create awareness, Roger Goode flipped the script on his own nominee and buddy Sias Du Plessis, the noted sports correspondent who’s been reading sports news the same way, day in and day out, for fifteen years. Roger Goode challenged an unaware Sias to Flip the Script and read the sports news in a new way – an experience neither he nor his fans will ever forget, all caught on camera.
The video was seeded online and live on air, with a call for consumers to nominate their mates “who could use a bit of a shake up, like Sias.” When users clicked on the video in their social media feed, they would navigate to an entry form on the the campaign microsite, where they got to name their mate and explain why he or she needed to “Flip the Script”. They also had the option to share their nomination on Facebook, creating more fun and talkability.
Nominations poured in from allover the country. We selected the best three candidates, and together with partner agency Stretch we flipped their routine – on camera, each with a different twist to their day, tailored to their interests. The nominees had absolutely no idea anything was up, but meanwhile we had been coordinating in the background with their friends.
The clips were promoted on social media channels and also featured on our microsite. Once watched, consumers were able to view the special Red Heart Spiced drink created in honour of the entertaining antic they had viewed. These mixes were in turn promoted on social media.
By creating fun, engaging experiences, the brand generated PR-worthy content that drove awareness and helped build relevance. Various news channels, blogs and influencers wrote about, commented on and featured our stories which put the consumer at the centre of the brand experience. One of our stories even featured as the 2nd search result on organic Google search!
Creative Director: Martinique Wilkinson
Copywriters: Martinique Wilkinson, Camilla Clerke, Charne Verwey, Andrew Davenport
Production company: Tin Toy
Digital Agency: Hello Computer
Activation Agency: Stretch