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].
No comments:
Post a Comment