DRUMSTICK: THE CELEBRATION OF SUMMER
Media Title:
OBJECTIVE
Content:
To celebrate 50 years of Drumstick Summers by aligning with the summer rituals of our audience.
Media Title:
SOLUTION
Content:
SUMMER RITUALS
To help mark 50 years of Drumstick, Nova collaborated with out of home experts oOhmedia! to celebrate 50 years of uniquely Drumstick Classic Summer rituals.
We invited our combined audience to share their own Summer rituals for the chance to have them immortalised amongst their social network and beyond via an intuitive facebook application, the “Drumstick Summer You”.
To amplify the summer memories, our Drumstick Summer crew profiled a select few summer rituals, and helped re-live these memorable moments, then shared them with Australia across our media channels.
Finally, we rewarded one lucky Drumstick Summer Lover the ultimate summer kick start - five grand cash, the perfect way to make new memories!
Nova Image:
Nova Title:
Online
Content:
We showcased Drumstick summer rituals with rich imagery on a dedicated page, inspiring our audience to share their own for the chance to win.
Nova Image:
Nova Title:
Experiential
Content:
Together with oOh! Edge we celebrated 30 different summer rituals around Australia sharing the fun across our broadcast channels, with the major winner being celebrated live on Australia Day with Nova’s Deano and The Drumstick Summer Team.
Nova Image:
Nova Title:
On Air
Content:
Tim Blackwell voiced a series of summer ritual content vignettes engaging listeners with 50 Years of Drumstick encouraging listener participation. The Drumstick Summer team captured compelling audio onsite at the summer experiential sites and this was produced into inspiring on air content.
Nova Title:
DRUMSTICK SUMMER CELEBRATED!
Media Title:
RESULTS
Content:
30 classic summer rituals re-lived across Australia
2,719,000
listeners reached
Nova Featured Image:
"Nova Entertainment, in conjunction with oOh! Media, provided an innovative response and delivered an extremely thorough and intricate promotional idea that truly bought to life the campaign theme of celebrating individual’s summer rituals and the fact that Drumstick has been a summer icon for 50 years.
The client and us are all delighted with how the campaign performed, it was an important factor in ensuring that Drumstick was the #1 ice cream brand over summer."
Simon Schoen
Account Director, Zenith Optimedia
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DRUMSTICK: THE CELEBRATION OF SUMMER
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