Britvic

The Client

Tango - Britvic

The Challenge

To develop an integrated campaign that created excitement around the brand during October and November when peoples’ interest in soft drinks start to drop because of the change in the weather.

We needed an idea that would work on pack, at point-of-sale and across all channels of communication.

The Strategy

We decided that Halloween was the best time to talk to teens during this period as it fit credibly with the irreverent values of the Tango brand. It also offered the best chance to do something that could exist in their world and that teens would actually buy into.

The Work

We created a range of collectible Halloween toys with an anti-hero attitude and character that would appeal to teens. We called them Gotans (anagram of Tango) and they existed to torture and kill every other toy so that they would be the only toys left. We created a micro site within Tango.tv that told the Gotan story. We also released them onto the main site where they defaced images and changed headings. Apart from appearing on pack and at point of sale, the Gotans were only promoted online. We used this channel to seed the concept to create word of mouth. We also created high quality animated films and seeded them, as well as distributing some of the toys to teens so that they could create their own viral films to send to their mates. Many of these toys ended up on e-bay, so by the time we launched the products there was already a lot of hype and excitement.

The Results

The Gotan campaign delivered a huge increase in traffic to the Tango.tv site. This site normally receive 60,000 visitors a month, in the November following the launch it received over 100,000. The brand also saw an increase in sales, with Tango experiencing its highest volumes for October and November for five years.