Cloud 9
Cloud 9 Frozen Yoghurt
Issue 28 | September 2013
Agency
Grey Melbourne
Creative Team
Executive Creative Director: Michael Knox Creatives: Laura Petruccelli, Rohan Cooke, Sharon Condy, Josh Murrell Producer: Josh Mullens, Production Company, Will O Rourke Business Director: D’arne Buckley Strategist: Alice Atherton Head of Broadcast: Sandi Gracin
Other Credits
Senior Account Manager: Catherine McDonald Influencer Management: Pop Up Collective
Date
April 2013
Background
Cloud 9 Frozen Yoghurt was a new, indulgent super premium frozen yoghurt dessert.
Made with no artificial colours and flavours and with healthier credentials than other frozen desserts with its live probiotic cultures, Cloud 9 was available in:
- Vanilla Heaven - with raspberry coulis and chocolate fudge pieces.
- Strawberry Dream - with real strawberry chunks and biscuit pieces.
- Limoncello Bliss - with a lemon curd swirl.
To reach a notoriously hard-to-reach and harder-to-impress audience of young, urban foodies, an idea was required which would cut through and impress.
Idea
Nine separate weather balloons were launched into the stratosphere, carrying the ingredients of the three different Cloud 9 flavours. Each tub also carried the name of a well-known Australian food blogger. Up at the edge of space, the ingredients froze before descending back down to earth as a delicious, frozen treat.
Retrieval teams tracked the returning tubs and rushed them to the bloggers so they could see that the yoghurt had frozen. They were then encouraged to tweet about the experiment using the hashtag #frozenintheclouds and write about it.
Cloud 9’s journey can be seen at: http://www.youtube.com/watch?v=y35TTJJEY6o
Results
Personally involving bloggers in the event increased their passion for the project and the effort they put behind telling the story. Through bloggers, #frozenintheclouds was shared with an audience of 6.4 million and gained 2.1 million unique impressions.
30% of all Cloud 9 sales were from those new to the category.
Our Thoughts
Another example of how to use one audience to capture another. Food bloggers were used to reach their foodie fans, who in turn then spread the news about this crazy stunt. It’s the Rule of 9. For every one blogger there are nine participants who actively re-tweet and comment, who, in turn, are followed by 90 silent witnesses. So a target audience of just three people ended up attracting 2.3 million visitors to the website.
Not easy to sell unless it’s to a client with substantial ambition and insubstantial budget because however interesting an idea may seem in a presentation, there is no guarantee it will go viral.