Thursday, September 30, 2010

Giant mangoes everywhere


This was a part of the Mango Surprise Project done by the agency CreativeLand Asia for its client, Frooti. Truly delightfull. They took snippets from such real life moments and made it into a commercial that aimed to position Frooti as a vibrant mango juice brand preferred across segments. I felt that it might have been worthwhile to consider using ambient as the main media itself than more as content for the TV commercial. People would not have forgotten such surprises and the brand could even have garnered good word of mouth and a few viral videos made by consumers or pseudo consumers showing funny moments like here one. It could have then been followed by TV campaign to re-emphasise the point. I understand that a pan India activation would have been difficult and slower more so when the client would have landed at the agency just in time for the summer season. But then it was worth a try atleast across the larger cities. It might even have lead to lower media costs to the brand. Anyway I am sure the refreshing Surprise Project did bring back the juice into the brand, Frooti.

Given below is the brief and its solution published by the agency.

THE CHALLENGE: Frooti, one of India's largest selling mango drinks, wanted to reiterate that it was made of real, juicy mangoes. It is popular across socio-economic segments from small towns to big metros in India. We had to find an engaging idea that cut across target segments and could be enjoyed by all. The market is saturated with conventional juice/beverage TVCs. We decided to lead with an unconventional promotional activity. We decided to scare, shock and surprise people with big mangoes, up close and personal, in a way that they will not forget for a long, long time. We came up with the Mango Surprise Project.

THE SOLUTION: We executed the Mango Surprise Project in 3 parts:
1. We played Mango Surprise pranks (live stunts) on people across cities in India. We dropped giant mangoes from trees near passersby, rolled 8-foot mangoes down sloping roads on to oncoming pedestrians, and swapped baggage for giant mangoes on airport conveyor belts. We scared, shocked and surprised them and caught their attention.
2. Then we got the 'Prank Anchor' to run up to the 'Prank Victims', hand them a bottle of Frooti, explain to them that Frooti is made of real, juicy mangoes and make them sample it.
3. We captured these moments on hidden camera and edited it to create the brand's TVC, viral and branded entertainment content. We played over 600 Mango Surprise pranks across 30 cities.

Here are a few videos that got aired on TV.

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