It’s not easy getting Australians to think of soup. Despite its nourishing qualities, we only ever think to cook it when winter arrives. And with 2016 marking Australia’s hottest year to date, we needed to remind people that no matter what life throws at you – whether it’s the weather, that time you failed to catch a rare Pokémon, Campbell’s have a soup to remedy it.
We didn’t give Australians a reason to buy Campbell’s Soup. We gave them thousands. Utilising beta technology from Google we dynamically composited search specific headlines into pre-rolls in real-time, resulting in over 1700 individual executions and a 55.6% increase in sales of Simply Soups.
“This sets a benchmark for how brands should communicate moving forward”
– Google
Awards
Cannes Lions 2017 - Media Lions - Food and Drinks
Silver Lion
Cannes Lions 2017 - Media Lions - Data Driven Targeting
Bronze Lion
AC & E Awards 2016 - Media Campaign
Winner
AC & E Awards 2016 - Copy Writing
Highly Commended
Spikes Awards 2016 - Use of Digital Platforms
Finalist
New York Festival Awards 2017 - Mobile Marketing | Rich media
Finalist
New York Festival Awards 2017 - Best Use of Media | Online
Finalist
Webbys 2017 - Advertising, Media & PR - Digital & Display Banner
Nominated
Webbys 2017 - Advertising, Media & PR – Best Use of Data Driven Media
Nominated
Webbys 2017 - Advertising, Media & PR – Best Use of Data Driven Media
Nominated
Webbys 2017 - Advertising, Media & PR – Best Use of Data Driven Media
Nominated