'THE JUICE CREW' ROADSHOW
THE GIG
"Create an immersive roadshow experience to encourage 100,000 7-9yr old children to learn new skills and audition to become one of the stars in Fruit Shoot’s new television commercial"
THE iD ANSWER
A four week experiential roadshow touring shopping malls across the UK specifically profiled to reach a family audience during the Easter school holidays.
Experiential was the centrepiece of a campaign involving outdoor, digital and TV. Children were taught a simple trick or skill (e.g. juggling, skipping, hula-hoop, plate-spinning) and were asked to perform one of the skills as a filmed audition for the chance to star in the Fruit Shoot 2011 TVC. Shortlisted auditions were streamed on www.fruitshoot.com where the public could vote for the four lucky winners.
AWARDS
- Winner of Most Effective Shopping Mall Tour 2010 at the FMBX Awards
- Shortlisted for Most Effective Experiential Campaign at the Marketing Week Engage Awards 2011
- Shortlisted for Most Effective Roadshow at the IPM Awards 2011
THE RESULT
- 103 days of activity
- 56 venues
- 110,000 consumer interactions
- 67,000 kids learnt new skills
- 5,500 auditioned
- 1 million+ hits to the Fruit Shoot website
- Each parent told on average 11 people about the experience
- 82% of engagers said they would go on to purchase