Ola: Goodbye Serious
This mobile first campaign stimulated OOH consumption by creating lots of agile and locally relevant opportunities.
Challenge
Drive top of mind awareness of the different OLA products via one big umbrella campaign #goodbyeserious and grow the Unilever ice cream category by driving impulse buying on light ice cream buyers in both out of home and in home consumption.
Idea
The campaign is essentially about different ice creams talking to each other. So we decided to make this global campaign locally relevant, insightful and witty in order to bring ice cream back top of mind. Four pillars became the foundations of our adaptive approach. Buzz Quotes/hypes, Heatwave, Look at celebrities and Belgium momentum were the triggers we used to create talkability and engagement.
Delivery
The campaign was mainly built in Outdoor and Digital. Generating impact via a top topical approach to create stopping power, attract consumers and create Top of mind awareness for OLA. Not only did we took advantage of several planned events such as Tomorrowland, gay parade, & European Soccer Championship but we also used more fluent moments with adapted creatives. Mobile became the most important driver in our adaptive approach together with Digital Outdoor. Generating Traffic to the 100 biggest POS via Waze, seducing the other sex to cool down together via Tinder (media first in Belgium), Inviting people via Facebook to come eat an Ola Ice Cream at the Pokemon stop (sponsored by Ola).
Results
This adaptive and innovative campaign generated high impact and engagement rates leading to good business results: an Increase in terms of penetration of impulse consumption and in market share.