Schweppes heats up for Summer Rewind 2011 campaign launch via Tribe Sydney
Following an award-winning promotion in 2010, STW’s active engagement agency Tribe has launched the new Schweppes Summer Rewind 2011 campaign.
Tribe was appointed to develop the 2011 campaign for the second consecutive year after
pitching for the work several months ago. Its appointment follows the success of the 2010
promotion, which won Gold for APMA’s Best Activity Generating Brand Loyalty and Silver for
APMA’s Best Brand Building campaign.
The new four-month campaign will give buyers the opportunity to redeem “Thread Creds” to Bid-to-Win limited edition retro t-shirts designed by emerging artists, WBYK at the website.
This year, more than 500 t-shirts in seven unique designs will be available daily over the course of the nation-wide promotion all summer long.
Says John Georgas, Tribe’s head of promotions: “The campaign will leverage Schweppes’
unique heritage and continue the brand’s ownership of the positive emotional connection
with summer that was initiated last year. The campaign plays on some powerful summer insights to blend modern-retro design with the brand’s heritage, to differentiate Schweppes in the market and to reinforce summer fun where time is on your side.
The design of the campaign, to encourage bidding for a limited number of prizes, will
enable control of redemption and stimulate purchase, making the campaign scalable to the
brand’s ATL media activities.”
Laura Stephen-Daly, brand manager at Schweppes Australia adds: “We are excited to be
running this campaign for a second year and this time with a fun new twist that will drive
purchase frequency and active consumer engagement with our brands.”
7 Comments
I’m going to go out on a limb here and say this is the worst looking poster in some 4 years of CBB.
I have no idea what I’m looking at. What the purpose is and what I’m supposed to do. It’s almost as confusing as Mr Georgas’ comment.
I honestly don’t bag work here often, and I understand it’s difficult to create promotions, but this is truly lacking clarity and art direction.
Best of luck at next years APMA
I second that. The ’emerging artists’ must be mortified to see their work represented in such a truly terrible way. Maybe they should have got them to design the poster too?
If the only thing people can bag is the poster, you guys must be doing something right. Nice work, a well thought out promotion that I’m sure will have people buying the stuff in droves.
The poster says 6 designs but when you go to the website, there are acutally 7 designs.
Get. Out. Of. Here.
1:32.
Are you high?
Nah, he just works at Tribe
I’m assuming that the concept for this was created by leaving some monkeys in a locked room with a blank piece of paper, some colouring pens and a bucket of bananas.