Delite-o-matic
Fantastic Delites
Issue 24 | September 2012
Agency
Clemenger BBDO Adelaide
Creative Team
Executive Creative Director: Karl Fleet Copywriter: Matt O'Grady Art Director and Flash design: Ollie Prenton
Production Team
Agency Producer: Holly Horne Editor: David Ngo Editor: Craig Field Production Company: Anifex
Other Credits
Head of Digital: Christian Russell Account Director: Erik de Roos
Date
July / August 2012
Background
How far will people go for a pack of Fantastic Delites? The answer, it appeared, is that they would go to remarkable lengths to get their hands on one.
Idea
The Delite-o-matic was an interactive vending machine that dispensed free packs of Fantastic Delites if you simply pushed a button or if you performed a special challenge. The catch was you needed to push the button up to 5,000 times or do some pretty daft things to get your freebie – hence, ‘how far will you go?’
The Delite-o-matic was installed in Adelaide’s Rundle Mall along with half a dozen hidden cameras. Within seconds of being switched on, people swarmed around the machine with some prepared to queue for an hour or more. Crowds of up to two hundred watched as people pressed the button, danced, hopped, got down on their hands and knees and did pretty much everything the machine asked of them. All for a free pack of Fantastic Delites!
The campaign was further supported by a "virtual" version of the Delite--o-matic, with consumers being able to play online for free Fantastic Delites and other tasty prizes.
Results
Over thirteen hours of footage was edited into a video for Youtube, which achieved viral status within days after launching and had clocked 2.2+ million views by mid-August. Additionally, the online competition achieved its target of 1 million collective pushes with 2 weeks spare. The viral success of the video resulted in both local and global media attention, creating millions of dollars in earned media and wide brand exposure (with numerous international requests to start exporting the product!).
The Delite-o-matic continued on a roadshow around Australia to maximize sampling opportunities and help grow brand awareness.
Our Thoughts
If you have an idea that gets people to do something there and then, the moment they first come across it, then that’s direct marketing. And the most direct response you can get is a laugh or a smile.
The moment people begin to enjoy the experience, you have the wherewithal to start building a relationship. I think this campaign is pure genius. For a fraction of the cost of a traditional media campaign, a small company in Adelaide has started to become a national, if not international, brand.
To see the YouTube video, go to: http://www.youtube.com/watch?v=R8RIqJLUYSE