Ashley Ringrose, Brad Eldridge and Ross Raeburn
Founding Partner, Partner & Creative Director and Managing Director of Soap Creative
March 1, 2012
March 31, 2012
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Brief: Bubble O' Bill
WHY ARE WE DOING THIS?
Streets' Bubble O' Bill (or BOB) is quite possibly Australia’s most iconic and loved ice cream brand. With almost no ATL advertising in the last 30 years, BOB has amassed over 1.1m Facebook fans with cult-like status.
Sadly, parent brand Streets hasn’t been able to convert this social following and love into sales via a clever brand activity. Dirty sales promotions alone will damage the BOB brand.
WHAT IS THE LANDSCAPE?
The ice cream market in Australia is highly competitive, peaking over the summer months (Nov – Feb). Ice creams (ice creams on a stick) are predominately bought at ‘Out Of Home’ (OOH = petrol and convenience stores) rather than ‘In Home’ (IN = super markets and large grocery chains).
WHO IS THE AUDIENCE?
Primary: 16 – 30 year olds (M&F) who know BOB is cool but are not aware of his iconic heritage.
Secondary: 30 – 40 year olds (M&F) who grew up with BOB.
Digital media consumption (across all devices) is high across both audiences.
WHERE IS THE AUDIENCE?
Nationwide (Australia), with a focus on metro and capital centeres (these are the highest population pockets and thus offer the biggest potential sales).
WHAT DO THEY THINK?
They think he’s iconic, cheap, fun and cool.
BOB is cool with a massive iconic Facebook following. But this isn’t converting into sales.
When our audience look to buy an ice cream they are distracted, by price promotions or new and shiny ice creams offering 20% extra free, 100% dairy milk chocolate etc…
Poor BOB is overlooked.
BOB’s emotional and social relationship with the audience is predominately through Facebook; and most likely via people accessing Facebook on their mobiles.
Coincidently, mobile is the only digital channel at hand when in-store looking to buy an ice cream.
An idea that stays true to BOB’s iconic cool heritage reputation whilst driving people in store to buy him.
An idea that can clearly correlate BOB sales to activating 1.1 million Facebook fans.
An idea that has longevity, something Streets can own independently and possibly roll out annually.
Primarily: sales metrics that can be directly linked to this specific activity.
Secondly: awareness and hype surrounding the BOB brand.
Advertising dollars have not been thrown at BOB in decades. But he has the backing of multi-national Unilever. So consider this a proactive pitch. Prove your idea can have a positive ROI, whatever it may cost.
SUPPORTING INFORMATION & REFERENCES:
About the team at Soap Creative
Australian and LA-based Soap is one of the few remaining big independent digital agencies, with its founding partners still steering the ship. As a result, Soap's culture remains strong. So strong they offered not one but three of their big wigs to Young Glory, who'll use their one giant collective brain to judge Round 6.
Soap has been named Australia's AdNews Digital Agency of the Year the last three years in a row and has been sweeping the global awards circuit recently with campaigns like World's Biggest Pac-Man and 5X Mutant Gum. Soap's own highly anticipated iOS game Diggin' Dogs was also just released onto the App Store via Chillingo (publishers of a tiny game known as Angry Birds). Here is a little more info on the people behind those creations, who'll be judging your work.
Ashley Ringrose (Founder & Technical Director)
Before co-founding Soap in 2002 Ashley served at Euro RSCG and Hyro respectively – claiming two Cannes Cyber Lions and a One Show award along the way. Ashley is the creator of the Webby Award winning BannerBlog. He was the first Australian on the D&AD Interactive Jury (2006) and has also judged The FWA, New York Festivals, ADMA and IAB Awards.
Bradley Eldridge (Partner & Creative Director)
As a Partner at Soap, Brad is responsible for naturing the agency's creative talent and making big wanky management decisions about the company's future growth. Brad has experience in graphic design, advertising and digital and will use any judging or speaking engagement to sing the praises of digital as the number one choice for students and industry young guns. His award winning work includes a Silver Cyber Lion at Cannes for FOXTEL's Feel Something and Silver for LYNX Primate at the New York MIXX Awards.
Ross Raeburn (Managing Director)
Since 1999, Ross has managed the Digital and Community properties at Yahoo! and Channel 7 (Australia). He joined Soap Creative 5 years ago, leading the Strategy team and working on award-winning campaigns for brands such as Lynx, Magnum, Activision and Marvel in Australia and LA. In 2010 Ross moved into Soap's Managing Director role. His greatest achievement, however, remains his fake Scottish accent, which despite being a little rough around the edges fools most people, most of the time.