#6 Overall Effectiveness of the 'Brainfail' Campaign

Dare effectively coordinates different promotional methods that reinforce each other.  By having a IMC planning approach the bigger potential for better results from campaigns and reduction in marketing costs. According to the American Association of Advertising Agency IMC provides clarity, consistency and maximum communications impact. Messages become more reinforced by communicating the same information on different mediums. (Small Business - Chron.com, 2014)

Starcom Melbourne general manager Peter Toone said: 

“Dare’s creative platform of ‘when you’re not thinking straight’ gave us the opportunity to develop a dynamic social listening program for the brand, to aid us in identifying global trends and events quickly, which then informs the creative messaging in real time. Ultimately this leads to more compelling and engaging communications, whilst still remaining true to the Dare brand.” (Campaign Brief Australia, 2014)

Mary Stafford, Dare Iced Coffee brand manager Says 

"Everyone can relate to those moments where you're just not thinking straight - this kind of creative execution brings to life this occasion on a large scale. It is exactly the way we want to engage people with a meaningful and fun experience of the Dare brand...After all, a Dare fix'll fit it."(Campaign Brief Australia, 2014)

Stafford said Dare will continue to aim for double digit growth to secure third place in the Non-Alcoholic Ready To Drink (NARTD) market, as it is currently fourth behind Coke, V and Redbull. The Brainfail campaign was shortlisted as one of the Mumbrella ads of the month.

References:

Campaign Brief Australia, (2014). Dare launches upside down billboards part of ongoing campaign via AJF Partnership. [online] Available at: http://www.campaignbrief.com/2013/05/dare-launches-upside-down-bill.html [Accessed 24 Oct. 2014].

Small Business - Chron.com, (2014). The Importance of Integrated Marketing Communications. [online] Available at: http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html [Accessed 24 Oct. 2014].

#5 Dare & Autocorrect

Lion’s Dare Iced Coffee has launched the next part of the campaign with paid search ads targeting people misspelling common words when using Google. The top 300 most misspelled words are linked to ads for Dare and its online Dare Arcade game. (mUmBRELLA, 2014)

In the image below you can see when a users type a word like “accomodate”, an ad from Dare appears at the top of the search results saying “Accomodate? Oops – Head All Over the Place?”

AJF Partnership is behind the idea with the execution done by Google and Starcom Mediavest.

References:

mUmBRELLA, (2013). Dare Iced Coffee plays autocorrect - mUmBRELLA. [online] Available at: http://mumbrella.com.au/dare-iced-coffee-plays-autocorrect-159086 [Accessed 4 Oct. 2014].

#4 Digital Marketing

Interactive Video game

Digital content is launched on the brand’s Facebook, Youtube and Twitter accounts. Soap Creative in collaboration AJF Partnership created their branded video game. Soap is managing social media for the campaign.

Digital Billboards

APN Outdoor general manager – sales Mark Fairhurst said: “The Dare Iced Coffee campaign demonstrates how advertisers can get the best of both worlds from large format digital. On the one hand you have all the original advantages of large format advertising; big impact and large-scale reach. Throw in the added benefits of digital, such as creative flexibility and immediacy, and the potential for campaigns to really resonate and connect with consumers is limitless.” The campaign is a partnership between APN Outdoor and media agency Starcom which runs for 16 weeks. (mUmBRELLA, 2014)

Digital Billboard on Chapel Street, Melbourne.

The billboards have recently targeted Eddie McGuire’s slip of the tongue, which saw him swear on TV.

References:
Youtube, (2014). Dare 0 A to Z of Bran Fails. [online] Available at: https://www.youtube.com/watch?feature=player_embedded&v=4VCHjw6H6ok [Accessed 24th Oct. 2014]

Chapel St, Billboard. (2014). [Image] Available at: http://www.apnoutdoor.com.au/products/digital-billboards/vic/chapel-street#modal1df39c31102d59591d2aaad6563772fe [Accessed 24 Oct. 2014].

mUmBRELLA, (2014). Dare Iced Coffee takes its #brainfail tactical campaign to outdoor - mUmBRELLA. [online] Available at: http://mumbrella.com.au/dare-iced-coffee-takes-brainfail-tactical-campaign-outdoor-224000#more-224000 [Accessed 24 Oct. 2014].

#3 Upside Down Billboards & Packaging Change

Upside down billboards 

Starcom and Dare Iced Coffee planned to stop traffic around the country with a playful outdoor tactic. The installers at oOh! Media posted Dare’s large-format billboards upside down for the first week. In week two, the installers will realise that their place was all over the head, and set about turning the skins the right way around during peak hour traffic.

Images of the re-installation were released to the Dare Facebook community as Dare apologises for the mistake - the installers heads were all over the place.

Label Change

The Dare Iced Coffee labels have also been redesigned for the campaign, featuring jumbled lettering. The idea reinforces the current campaign featuring jumbled headlines and aims to disrupt the shopper's usual in-store behaviour. There are five versions of the Dare pack that feature the jumbled Dare logo. 

As the distribution of the labels increased so did consumer engagement. So far the label change has started a lively debate on the brand's Facebook page, Reddit and Instragram with fans self-moderating discussions as to whether the labels were a misprint or a deliberate part of the brand's strategy.

References:

Cargocollective.com, (2014). Dare - Place All Over The Head - Glenn Dalton. [online] Available at: http://cargocollective.com/glenndalton/Dare-Place-All-Over-The-Head [Accessed 24 Oct. 2014].

Campaign Brief Australia, (2014). Dare extends latest campaign with launch of new limited edition packaging via AJF Partnership. [online] Available at: http://www.campaignbrief.com/2014/02/dare-extends-latest-campaign-w.html [Accessed 24 Oct. 2014].