Five Alive has given consumers something out of the ordinary with its new interactive website, SuperCrazyAlive.com.
This is the first marketing effort from the Coca-Cola brand since last year, explained Katie Musgrave, account supervisor at Leo Burnett which developed the campaign along with its digital division ARC Worldwide.
“We really wanted to make a splash and remind people that Five Alive is cool and [the site is] it’s about being unexpected,” she said.
The flash site is divided into three sections—the “Adventures of Vitamin C Horse” game, the “Free Ringtone Buffet” and the “It’s alive” page where visitors can interact with a bizarre-looking bunny named Billy Balaclava.
Gamers are introduced to a list of crazy characters like Toast Dog, Fish Balloons, Badminton Bunny, Bucking Goat Man and Iron Man. According to the agency, the site “mimics the irreverent nature of 20-something boys,” the brand’s key target demo.
Everyday at 5 p.m., the site presents a Five O’ Live vignette that features various characters in different situations. In “Predator kiss,” a cheetah and alligator face-off, both ready to pounce. An announcer describes the scene with commentary not unlike that of a nature show. As the two get closer, romantic music sets in and they meet for a kiss.
Unbranded radio spots, restaurant and bar ads, online ads and a Facebook page all drive consumers to the site.
Focus groups revealed that leaving the Five Alive name from the creative would pique curiosity and drive people to the site, where it is quickly revealed that Five Alive is the brand behind the communication, explained Musgrave.
The campaign kicked off with five-second on-air URL blinks on Edge 102.1 in Toronto and Fox 99.3FM in Vancouver—the two markets with the highest Five Alive consumption rates.
The five-second teasers were incorporated within each radio show and not played within traditional commercial stop sets. DJs also engaged with listeners for 30 and 60 seconds, asking them to do or say something out of the norm. Fifteen-second commercials also support the site.
Two online ads—one with badminton-playing bunnies, the other featuring the Bucking Goat Man jumping down a tongue—drive people to the site. As of last week the ads had a 5% click through rate, and the site had received over 300,000 hits, said Musgrave.
Posters equipped with sound chips in restaurants and bars also push the Super Crazy Alive URL, and heat sensitive stickers, placed in urinals, challenge males to write their names or complete a maze while relieving themselves.
Billy Balaclava also has a Facebook fan page with photo albums, videos, a discussion board, and a run-down of the other Super Crazy characters. The page has 73 fans so far.
The campaign launched in August and wraps up next month. Cossette handled the buy.
