Feel Tip Top
Fonterra Brands (Ltd) Tip Top
Issue 27 | July 2013
Agency
Colenso BBDO/ Proximity New Zealand
Creative Team
Creative Chairman: Nick Worthington Executive Creative Director: Steve Cochran Creative Director: Aaron Turk Deputy Creative Director: Mick Stalker Art Director: Scott Kelly Copywriter: Mick Stalker
Production Team
Agency Producer: Emma Tait Digital Creative Director: Aaron Turk Digital Art Director: Aaron Turk Digital Designer: Josh Yee Digital Developer: Matt Visser Agency Producer: Ali Vernon Production Company: Rubberneck Production Company Producer: Daniel Thorn Director, Rubberneck: Johnny Barker Sound Design: Franklin Road DOP/Cinematographer, Rubberneck: Drew Surge Editor, Rubberneck: Johnny Barker Post Production (Vis Effects Co): Sparks Music – Artist/Title: Johnny Barker/On the Road
Other Credits
Group Account Director: Sue Gill Senior Account Director: Lisa Walton Project Manager: Ali Vernon Account Executive: Lucy Hartstone Planner: Sue Gill Marketing Managers: Craig Griffin, Minna Reinikkala, Fonterra brands (Ltd) Tip Top Media Agency: OMD
Date
April 2013
Background
Tip Top – NZ’s No1 ice cream – decided to take a different approach to communication than ever before. At 75 years old, and driven by the need to steal share from its biggest competitor Unilever, the brand was in need of a serious refresh. This re-positioning was based on a simple premise – that ice cream makes you feel good or as we like to say, Feel Tip Top.
So, they embarked on one of the most audacious journeys ever and gave every Kiwis the chance to have a Tip Top ice cream personally delivered to a friend, family member or colleague.
Idea
The audacious solution brought to life the idea of making New Zealand Feel Tip Top – one ice cream at a time.
Primarily a direct idea, their above-the-line and digital media drove Kiwis to facebook, where they were able to nominate a friend to receive a personally addressed Tip Top ice cream. These nominations determined the course their Tip Top truck would follow across New Zealand. They filmed each of these deliveries, and shared the best ones via TV and online.
They anticipated limited participation, since the prize was just an ice cream. Their aim: 2,000 nominations. The result: over 31,000.
Results
- 29,291 more nominations than anticipated
- 20,000 ice creams delivered
- 28,000 kms travelled
- 1.5 million more units of ice cream sold (vs same period last year) in a country with a total population of roughly 4.5 million people
- Turned around a total decline for the business across all categories (vs same period last year)
- $5.2 million growth in grocery scan sales alone (vs same period last year)
- Still the only local ice cream brand to outsell Unilever anywhere in the world – and they stretched that share lead
- And they made 1 kiwi bloke cry