How The Monkeys got Ice Break to WA in response to Paul Pichugin’s Facebook plea
November 30 2011, 8:41 am | | 15 Comments
CASE STUDY: The Monkeys created a campaign in response to a guy named Paul Pichugin’s Facebook page. It was called ‘Get Ice Break to WA’. So the agency sent him a delivery, with a catch. A bottle of Ice Break would be put on the truck for every like on the Ice Break Facebook page.
The idea of clicking a button and helping out an Ice Break drinker in another state captured the public’s imagination. One week later the truck’s 10,000-bottle capacity was reached and it made its way over to Paul and the rest of the Ice Break fans in WA – for the first time ever.
15 Comments
Clever buggers.
Awesome
This is genius and needs more comments. Brilliant!
Advertising is dead, PR is what we all do now.
The whole thing was setup . . . but still a great idea.
A bit better disguised than Louie the Fly, not as real as Lumix, but they got the cameras in place like Slurpee did to capture the spontaneous response. Nice work.
very nice. Hope it’s real.
I love that they didn’t censor the comments.
have worked on icebreak before, and i think this is cool. good work.
Yayyyy. Iced coffee that’s been on the road for days. Just because some ‘plant’ says he ‘really’ wants a certain type of iced coffee beverage then we pretend to do this and we all do this and like that does not make it a great idea. It’s just advertising and as we know advertising is not the truth. Those who turned up were just there for a free drink. Then tomorrow it’s back to WA fresh Masters Iced Coffee.
even if this is setup, refreshing to see the client kept the swearing and woman-breast-feeding pic!
Actually I wasn’t a plant, wasn’t paid a cent by Ice Break.. I grew up in QLD drinking the stuff and really did ask them to bring it. .and started a facebook page.. and got the likes..
That said.. in the end it was a publicity stunt for their east coast customers and they have no intentions of bringing it to WA as far as I know.
loved the swearing. at least, loved the writer who wrote the swearing.
good fun work.
This is often the outcome when clients and agencies align. Good work everyone involved.
It’s a lot nicer than Brownes, Masters and the rest of the crap they sell in WA