Bulla Dairy: BRING 'EM HOME

Credits & Description:

Advertiser: BULLA DAIRY FOODS
Agency: GREY MELBOURNE
Category: Best use or integration of digital or social media
Senior Account Manager: Catherine McDonald (Grey Melbourne)
Business Director: D'Arne Buckley (Grey Melbourne)
Marketing Director: Helen Reece (Bulla Dairy Foods)
Art Director: Laura Petruccelli (Grey Melbourne)
Director: Rob Stanton-Cook (Infinity2)
Art Director: Rohan Cooke (Grey Melbourne)
Digital Producer: Teresa Truda (Grey Melbourne)
Brand Manager: George Poulos (Bulla Dairy Foods)
Copywriter: Laura Petruccelli (Grey Melbourne)
Executive Creative Director: Michael Knox (Grey Melbourne)
Copywriter: Rohan Cooke (Grey Melbourne)

Effectiveness
In a competitive ice cream category, Australians had little loyalty to the Bulla Creamy Classics brand and sales were suffering as a result. Families aren’t as close as they used to be, and with 1.1 million Aussie expats overseas at any given point we needed to bring them back together. A competition was hosted on the Bulla Facebook page to bring an Aussie back home for summer. On the page people could submit a 30 second story about why they deserved to be brought home. Families and friends invited Aussies abroad to enter. Once entered, people would rally their family and friends together to help get votes to win one of the tickets home.We informed travellers about the competition through online expats communities and social networking groups, expat publications, targeted banners ads, Skype calls and international Australian bars. Aussies found out about the competition through a branded news segment, Facebook advertising, banner ads and Skype calls. We built a giant ice cream tub recording booth in Victoria Station, London. Aussies could enter directly from the booth and stream their entry onto the walls of their loved ones back home in order to gain votes. This helped gain more entries in one of the worlds largest Aussie expat cities and gave the campaign further exposure overseas. Based on votes, we narrowed down the entries to a top 50, and from there picked 4 winners to be brought home. Dedicated film crews flew over to each winner and documented their journey home to be reunited with their family.The 4 part mini series was then shared amongst ours, and other online communities as well as being the feature of a family day at the home of Bulla in Colac Australia.

Campaign Description
In a very competitive ice cream category, Australians had little loyalty to the Bulla Creamy Classics brand and as a result, sales were suffering.

Implementation
The campaign was housed on Facebook where it leveraged an already existing audience. It was broken into two audiences, one being Australians overseas and the other being Australians wanting to bring someone back. We drew in Australians living overseas by placing ads in International Australian publications, advertising through online expat communities, during Skype calls, and in Australian bars overseas. We drew in the Australian audience through online banners, Skype calls, Leading News publications and Facebook advertising.

Outcome
Bring ‘Em Home generated hundreds of entrants from all over the world. The campaign united family and friends and helped increase sales by 18%. Household penetration increased by 98,000 and Creamy classics out performed the entire ice cream category by 10%.