Jamba Juice - "Swishy Chug: The Fake Brand That Led to Real Results. "

Zimmerman Advertising Ft Lauderdale, Vereinigte Staaten von Amerika

Awards

19136

Marke: Jamba Juice
Länder: Vereinigte Staaten von Amerika

Werbende: Zimmerman Advertising

Titel	Swishy Chug: The Fake Brand That Led to Real Results.
Agentur	Zimmerman Advertising
Kampagne	Swishy Chug
Werbende	Zimmerman Advertising
Marke	Jamba Juice
Datum der ersten Ausstrahlung/Veröffentlichung	2016 / 2
Geschäftsbereich	Fruchtsäfte & Fruchtgetränke
Story	On February 18, 2016 Jamba Juice got an unexpected visit from international pop star Adele. But this wasn’t a regular smoothie order. It was a hidden camera prank for The Ellen Degeneres Show. How did we respond? We came back with a prank of our own.
Philosophie	On February 18, 2016 Jamba Juice got an unexpected visit from international pop star Adele. But this wasn’t a regular smoothie order. It was a hidden camera prank for The Ellen Degeneres Show. The highlight was when Adele said there was something similar to Jamba Juice in England called “Swishy Chug,” which was a made-up name. The video was posted on Ellentube in the morning and would air on national Television in the afternoon. So we had to act quickly. Solution We came back with a prank of our own and created the Swishy Chug Brand. By the time the segment aired on The Ellen Show, we had built the brand from scratch including a logo, a website, a tagline, a look & feel, 5 signature smoothies, and even a Twitter account with a brand voice. When the Internet lit up with conversations about Jamba Juice and Swishy Chug, we were ready with a team of community managers to keep the conversation going and promote our smoothies.
Problem	How do we respond in real time to a prank and turn it into an opportunity to promote our smoothies without a budget?
Ergebnis	+3.4 Billion impressions +$10 Million Earned Media +1200 Publications +400% Engagement +62,000 unique conversations Sales increased by 32% on the day of activation, then sustained a 19.33% average increase over a 2-week period. YTD, sales went from –2.08% to +2.62% — for a swing of 4.7%.
Medientyp	Case Study
Länge	120 seconds
Mehr Informationen	swishychug.com/casestudy
Texter	Vinny DeAraujo
Creative Director	André Felix
Art Director	Sebastian Fernandez
Art Director	Victor Reiss
Creative Director	Jesse Potack
Creative Director	Xionel Lopez
Texter	Jeff Schermer
Chief Creative Officer	David Nathanson