Boost feature talking animals in new campaign
A fun accompaniment to its annual 'What's Your Name Game' promotion.
Boost Juice partnered up with production house 3rdspace Communications to launch a series of online videos to promote its 'What's Your Name Game' promo.
Rob Logan, Director of 3rdspace Communications, tells QSR Media that the idea came from Boost's internal marketing team, who referenced a BBC TV show with talking animals.
"We’ve worked with Boost across the years and love their bravery to do things differently with a sense of fun that leaves consumers feeling just that little bit better."
He explains that they decided to disseminate the videos online because Boost’s core audience is 16-29, who spend a lot of time in social network environments as opposed to traditional media.
Adding, "social networks such as Facebook and YouTube mean we can really target the audience profile we wish to communicate with, meaning less wastage than traditional media buys. Social media also means we can tell an evolving story with multiple clips and supporting posts that can start fun conversations with our audience…involving them in the campaign."
It was a fun project, says Logan, but it also had its challenges. "Our creative team set about taking the initial thought and began working on treatments that could communicate Boost’s What’s Your Name Game using animals. Sifting through a lot of footage that was available and then writing to the footage meant we could use a vast range of “characters” without the expense of live shoots. The character’s could also be extended as stills to use in image posts and at point of Sale."
"The key challenge was writing to the movements of the animals and then ensuring we cast great voice talent to bring the personalities of the animals and the brand to life," he noted.
