Ribena – Purple Party Campaign
- To launch the Ribena in a ‘Can form’ which is considered Cool.
- Create massive awareness online for Purple Party.
- Get target group to visit the campaign microsite, participate and win free tickets to the Purple Party event.
Approach – Teaser phase
- Deployed teaser creatives on all various platforms considering the target group’s interests and passion points.
- Deployed blog articles on popular blog sites to create talkability.
- Deployed a yahoo mail login page takeover for impact and increase campaign visibility.
Approach – Launch Phase
- Mirrored launch on all teaser target platforms to ensure that audience members who saw the teaser, know the reveal message.
- Deployed blog articles on popular blog sites and yahoo mail login to create talkability.
• #PurpleParty went viral online after the reveal of the new can.