WonderWhite - Don't feed the ducks
Role: Senior Digital Art Director
Challenge
Launch a new brand of white bread across Australia. Designed especially for teens, new Wonder Performance bread is enriched with extra nutrients to give teens the strength and energy they need for active living. Teenagers think of bread as boring. Mums are the ones who actually buy the bread and want their kids to eat well. With two diverse target markets, we needed one idea to appeal to both audiences within a short period of time.
Solution
Our creative leap was to launch with the idea that with all the energy this bread provides, it’s great for teens, but too much for little ducks. We rolled the idea out in 3 phases - firstly establishing a myth of ducks behaving in extraordinary ways using a series of unbranded vitals and ‘foreign news reports’ seeded locally online. Secondly, Wonder Performance accepted responsibility for the ducks behaviour via public announcements in mainstream media. Thirdly, the public played along, filling thousands of reports documenting ‘sightings’ of unusual duck behaviour. In all, 29 mediums were used to bring the idea to life.
Results
Over 800,000 loaves were sold in the first month.
Over 50% of the target market recalled the campaign after just one week.
Over 4.4 million views by over 2 million unique viewers on you tube and counting. There are half a million listings for 'surfing duck' on Google.
Thousands registered a duck report, capturing valuable email addresses, or a duck repellant ringtone.
The duck phenomenon was featured on the websites of the Daily Telegraph, Sky News and The New York Times to a name a few.