Brass has successfully launched a huge new digital marketing
campaign for Ribena. The digital-led campaign is a first for the Ribena brand
and will include amplification of content in social media.
The high-profile marketing campaign kicked off on Thursday
June 30th with the appearance of a Ribena branded, one day, pop-up Ribena
Colouring Café in Covent Garden, developed in conjunction with TRO. Encouraging
attendees to come together to colour-in tiles that make up a giant illustration,
the café event was devised by Brass to provide great content central to the
whole campaign.
Working in partnership with Frank PR, social media influencers
such as vlogger, Giovanna Fletcher and creative girl gang, the Confetti Crowd were
invited to attend, and amplify the event to Ribena?s target audience. The
finished artwork, commissioned by Brass from Bristol artist Alex Lucas, was brought
to life with projection mapping technology and unveiled in an evening
experiential event.
The second
phase, a four week campaign, launched with a central hero piece of video content which Brass created bringing to life The Ribena
Colouring Café event. The film has
already clocked up millions of views across Facebook, Instagram, You Tube, VoD
& Digital Video.
Developed by the Ribena in-house team with input from Brass,
the Ribena website hosts an online colouring app
allowing users to colour in a piece of The Colouring Café illustration and
share on social media, it also contains background information on Ribena artist
Alex Lucas and further footage from The Ribena Colouring Café event.
To support the brand, outdoor advertising has also been
running since 4th July, along with sampling activity from 11th July
onwards.
Commenting on the success of the Ribena campaign, Paul
Mallett, Managing Partner at Brass commented: ?We are fantastically proud of
the work that Brass has done to make this campaign a reality. From coming up
with the initial concept, through to engaging all the parties required to
execute such an innovative creative idea; bringing this campaign to life has
been no mean feat. It?s testament to the great relationship we have with
Ribena, that they asked us to take the lead on the campaign and make it into the amazing success that is has
already become.?
Ribena Senior
Brand Manager, Emmeline Purcell, commented: ?'Brass has created an amazing
interactive and engaging digital campaign that is helping us achieve our
ambition of creating more meaningful interactions with our target audience. We
are really pleased with how the campaign has been received, and are confident
this will have a positive impact on sales of our Ribena Light drink.?
The creative marketing campaign for Ribena follows a raft of
good news for Brass agency since the beginning of the year, culminating in a
five trophy win, including a double-gold, at the IPM awards last month for FMCG
shopper marketing campaigns.
Brass can be contacted through its website www.brassagency.com