Karmarama launch Onken YouGurt competition and digital campaign for Emmi UK
Karmarama have produced a digital experience and competition for Emmi UK’s yogurt brand Onken, with an additional promotional campaign across VOD, social and OOH.
The Onken YouGurt competition plays to Onken’s flavour credentials by allowing entrants to create their own yogurt. They pick a trio of flavours from a set selection of 12 (pumpkin, strawberry, cherry, pineapple, coconut, rhubarb, peach, chilli, mint, carrot, agave syrup and mango) allowing for a possible 220 combinations. With the support of renowned experimental food agency The Robin Collective, every day in September, Onken will deliver 50 winners their creation to their door, with their name and chosen flavour combination on the packaging.
As part of the Onken YouGurt competition, Karmarama have also built a bespoke website (www.OnkenYouGurt.co.uk) that instantly creates shareable content personalised to each entrant (including their name and chosen flavours) whether they win or lose.
The competition will be hosted at OnkenYouGurt.co.uk and will be promoted online in a series of VOD content teasers, as well as OOH print, social media, instore media, on-pack advertising and through celebrity influencers online. All4 are running a personalised version of the 30” ad on VOD that means the audience will see and hear their name within the advert.
Brian Williams, Executive Creative Director at Karmarama said “Flying knives, a catchy theme tune and a team of gloved hands, all working in symphony to create your personalised yogurt. Give it a go. Even if you don’t win it will answer all your yogurt questions and probably raise a bunch of new ones.”
Julie Plant, Managing Director at Emmi UK, said: “We hope this campaign will make Onken even more loved by our UK shoppers. It is playful and really brings out the characteristics that make Onken famous – creamy, bold flavoured, delicious yogurt. As well as giving away 1,500 unique pots of yogurt, Onken will be one of the first yogurt brands to take the ‘bespoke experience’ to a new level using personalised On Demand and Digital platforms. We hope Onken consumers love the campaign and we look forward to seeing their bold and fruity flavour combinations throughout September!”
Onken YouGurt launches this week and will be live until September 30th 2017.
Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it – Connected Creativity. It is one of the most effective agencies in the UK and has won the DMA Grand Prix for the last two successive years, in 2017 for its work for the Army. It was again the highest ranked creative agency in the Sunday Times Top 100 Companies to Work For in 2018.