Would you walk a mile through a ridiculously long queue, skate on ice, wade through a murky green lake or risk your life climbing a ten metre wall - all for a pack of savoury rice snacks? Judging by the latest YouTube video from Fantastic Snacks and Clemenger BBDO, Adelaide, it appears people will do almost anything for a free pack of Fantastic Delites Curls.
VIEW THE VIDEO
For this, the third video in the popular 'How far would you go?' YouTube
series, members of the public were offered free packs of Fantastic
Delites Curls but only after being made to negotiate an unnecessarily
long queue one person at a time. Despite this, and the fact packs retail
for only $2.19 (RRP) each, participants were willing to endure the
inconvenience of the queue to get their hands on this popular savoury
rice snack.
Clemenger BBDO Adelaide creative director, Matt O'Grady, said the
frustratingly long queues at airports served as their inspiration for
this activation.
Says O'Grady: "It seems no matter what challenge
we throw out there, be it mindlessly pressing a button on a vending
machine 5000 times, or the indignity of dressing as a rodent and
spinning a mouse wheel for five minutes, the punters always seem to come
back for more. Maybe we're not making them difficult enough?"
Says
Adam Jackson, chief marketing officer of Fantastic Snacks: "The videos
have been an effective way of raising brand awareness, increasing brand
engagement and driving consumer trial.
"The 'How far will you
go?" campaign has been a great platform for us to dramatise our
products' key benefit - taste. Having consumers go to any extreme to get
their hands on your product is something we all dream of."
The
new video, entitled 'How far would you queue for Fantastic Delites
Curls?' is now live on YouTube and follows on from the highly successful
Delite-o-matic videos that collectively have earned millions of views
and the attention of mainstream media and bloggers worldwide.
Agency: Clemenger BBDO Adelaide
CD: Matt O'Grady
Creative team: Matt O'Grady, Oliver Prenton
Account Director: Erik de Roos
Account Manager: Sophie Lindsay
Agency Producer: Holly Horne
Social Media Manager: Alister Robertson
Client: Fantastic Snacks
Adam Jackson, Chief Marketing Officer
Sally Huefner, Category Brand Manager
Michele Lok, Category Brand Manager
Production company: Anifex
Editor: David Ngo, Oliver Prenton and Matt O'Grady
Sound: Matt McKenzie-Smith
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