Coke Mother
Your friend the lemur has sent you a Mother of a message. Click here
Publicis Digital recently launched some Mojo magic into a digital campaign to communicate that Coke’s Mother was ‘A force of nature’.
An Amazonian jungle animal community was created to demonstrate the power of Mother’s natural energy and bring to life the potent transformational qualities of mother.
Creating a website was the ideal mechanism to introduce the Amazonian characters and set up the Mother story. An innovative creature builder was used to produce a conversational character inline with the Mother branding, letting people send a Mother of a message. You type a message and the Lemur speaks it for you.
With a target audience of 18-25 year old males, we know that they are in MySpace, they’re using messenger and they’re visiting lad mag websites and gaming sites weekly. To reach them we created a custom community on MySpace and developed an interactive rich media campaign that included streaming the TVCs in the banners, rollover audio banners that played “rants†from the creatures, and synchronised takeover banners on Zoo Weekly.
Results to date have been fantastic with 50,000 unique visitors viewing over 500,000 pages and spending an average of 8 minutes on the site. We have 30,000 interactions with the text to speech engine and 9000 messages have been sent. The TVC’s have been viewed 25,000 times on the site and 5000 times on YouTube. Our MySpace community has only been live for 2 days and already has over 260 friends.
……join the movement!
Mother website
http://www.aforceofnature.com.au/
MySpace community
http://www.myspace.com/motherenergydrink
