Stand out in the chill aisle with a hot hunk.
Danone wanted to build on it’s fun, tongue in cheek tone of previous campaigns, leveraging brand ambassador and hunk icon Peter Andre.
As part of an all agency team on the client’s roster, my creative concept, Oykos Island, was the idea that won over both client and the rest of the agencies involved (shopper, PR, ATL, TV…).
Oykos Island was a functional island where consumers could win a luxury break with Peter, simply by buying the promotional packs and entering with a unique code. As many times as they wanted.
Peter, with his Greek roots was instantly up for the challenge. And added his humour and style to the fun video content and shoots with the ‘hunks in trunks’ developing the campaign.
Golin lead the core creative while all agencies involved helped develop and produce a series of print, digital, video and TV ads that would present Oykos Island as an achievable and desirable destination.
A consistent, targeted campaign that drummed up entries and entertained in the lead up to the island break kept engagement high and entries rolling in.
The campaign was more than a prize giveaway, giving the client huge results ‘their most engaged campaign ever’ as well as numerous pieces of PR coverage.
And 12 very happy ladies on sun loungers.
Client: Danone Agency: Golin
Creative Director Catherine Pryce