Work

Year: 2017

 

Brief​

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The sales of Slurpee has been low in the winter.  The goal of the campaign is to sell more Slurpees in the winter by emphasising the fun of drinking Slurpee and neglect the freeze in winter.

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Insight​

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The reason behind lowered Slurpee sales in winter should be largely due to coldness of the winter that no one would like to drink freezing cold Slurpee when facing chilly wind.  However, research has found that coldness can reduce the effect of brain-freeze.

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Big ideas​

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“Beat the Cold Challenge” is created for the cause.  It challenges the audiences to finish a regular 80c Slurpee within 20 seconds.  Finishing a Slurpee in such a short time is deemed impossible, but encouraging for the present “you only live once” teenage living style to challenge.  The ideal context is when challengers challenge their friends to include more people in the challenge to maximize the effect of the challenge.

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Execution​

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The challenge would be mainly focusing on Instagram and Snapchat, two of the most popular social media for youngsters between 18-25 years old.  A filter for Snapchat and Instagram is introduced for the participants to use the “Slurpee shape timer” in the bottom right of the filter to count down their time. Participants are encouraged to post their video on both Instagram and Snapchat with the hashtag #SlurpeeBeatTheColdChallenge.  The campaign is designed to last for 2 months, preferably July and August, while each week a winner would be announced on Slurpee Australia’s Facebook and Instagram.  All winners from the 2-month challenge can win a year free of Slurpee.

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