Feature

The APG Creative Strategy Awards Shortlist 2009: Air Action Vigorsol

CREDITS
Planned by: Dan Hauck
Agency: Bartle Bogle Hegarty
Brand: Air Action Vigorsol
Campaign: A blast of fresh air

PANEL'S VIEW

This paper provides a great example of how brands are migrating from transient advertising properties to the creation of entertainment properties with real endurance.

The agency recognised that while Air Action Vigorsol had a legacy of producing entertaining and funny ad campaigns, the core consumers wanted more, so it looked to The Simpsons, South Park and Family Guy for inspiration on how to produce a more sustained communication platform for the brand.

A farting chipmunk character, Cippi, was created and an integrated suite of content provision that included films and long-form cartoons created an entertainment property in its own image and its own right. The resulting laydown and activities are nothing short of incredibly insightful and instructive and clearly illustrate how a planner can create integrated and effective branded content strategies.

Search volumes clearly demonstrated the sustained nature of the campaign over 12 months and this corresponded with the largest increase in both volume and value share for a number of years.

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