Fruchocs take over Tram with all over brand wrap
The ‘FruChocs Appreciation Society’ campaign created by Adelaide creative consultancy Out of this World has unveiled a tram emblazoned with the names of more than 6,500 fans of Menz FruChocs.
Your name, here?
The campaign sees the names of each member loyalty club appearing in the stunt.
Adding the campaign to Adelaide’s tram route is intended to display it to a commuter reach of 583,000 weekly, plus a further 580,000 car drivers.
“The execution was a way to not only show the company’s appreciation of the people who support the product, but to generate a level of interest across Social Media in the process,” said Out of this World creative, Sputnik.
“As a medium, outdoor and transit offer certain challenges as well as opportunities. It certainly would have been easy enough for us to just plaster a few logos on the tram, make it look nice and try and get that brand presence out there, but we wanted an execution that would give the client some extra value so we came up with the idea of putting every single member’s name on the tram.
“It was an absolute bloody nightmare for the designer, but it’s generated exactly the sort of result we were aiming for with plenty of positive conversation on Social Media channels about it”
Menz CEO, Phil Sims said: “FruChocs is an iconic brand in South Australia, and we’ve been very fortunate over many years to have very loyal customers who really love our products. However, we’re always conscious we’re up against some big players with sizable marketing spends so we need to extract bang for buck from our budget.
“In 2012 we made the decision to make sure our marketing was delivering a consistent brand message and started working with the team at Out of this World.
“The new campaign they delivered definitely achieved those objectives and has created a platform for us to expand on that this year with some exciting new executions including the tram wrap.”