Our idea led the strategy for a fully integrated media plan – celebrating the icon’s 60th anniversary with national nostalgia, influencer engagement, news coverage and a Paddle Pop portrait gallery.
Our idea was bold, we wanted to engage famous Australians who grew up with Paddle Pop and ask them to help spread the word. While brave, it worked with ease, engaging celebrities and their fans, and new audiences nationwide. We commissioned ‘paper engineer’, Benja Harney, to create 60 very special Paddle Pop-shaped portraits of iconic Aussies who were chosen due to their large social following. These colourful mini artworks were then delivered to celebrities and we received a fantastic response. Stephanie Rice, Pat Cash, Delta Goodrem and Guy Sebastian all tweeted theirs (reaching nearly one million fans) and Jessica Mauboy shared hers on Instagram (getting over 1,500 likes). This huge celebrity engagement was the first part of our initiative.
A second set of portraits was commissioned for a specially-crafted Paddle Pop-up Gallery at Westfield Sydney to engage with consumers and share further stories. The Paddle Pop Lion also joined us, sampling Vanilla Paddle Pops to over 75,000 shoppers in just one day. To generate further angles, we also found the inventor of the Paddle Pop – Ronald Street. We offered the Daily Telegraph an exclusive interview, knowing this would spark additional interest and really get Australia talking, and it worked.
Saturation coverage across TV, radio, print, digital and social media followed (reaching over 21.6 million people in just one day). And that wasn’t all, we also organised product reviews, ‘Birthday Party’ publisher visits, editorial promotions, what’s on listings and branded video content.
- The Daily Telegraph
- The Australian
- Nine MSN
- Herald Sun