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Work

Display Ads
Social Media
Viral

Bulmers Pear – Launch

How ICAN launched Bulmers Pear online

Brief:

ICAN’s brief was to make the offline campaign work in a fresh and original way online. The offline told a fun, witty story of how the orchard workers were slowly embracing the pear, after 70 years of loving apples.

Audience:

18 to 25, male and female.

Strategy:

We asked the question; how would an orchard worker react to an online ad campaign for Bulmers Pear? The answer: He’d try to sabotage it of course!

Results:

AWARENESS

CTR (Click through rate) 4 times above the average
Pre & post awareness demonstrated that the addition of online increased overall prompted awareness by 3 points

SAMPLING

Click through rate 5 times the average
From 0 to over 8,500 “active” Facebook fans on Bulmers and Magners Facebook pages
Lots of dialogue and conversations on Twitter
Over 300 personalised video sampling invites created to date
Packed sampling nights in pubs nationwide

AWARD

We were delighted to pick up a Bronze Bell at ICAD 2010 for Social Media
Our tractor & ladder display ads also featured in the ICAD Exhibition 2010

Bulmers Pear – Launch

View The Work

Display Ads

View Display Ads

We created a high impact, video based suite of creative starring Davy, an orchard worker on a mission.

Duo Format

Viral Invite

View Viral Invite

Our unique interactive video invite that enabled to ask your friends to the pub. This viral was the first of its kind ever created for an Irish drinks brand.

View Social Media

Our ICAD winning social media strategy offered many levels of engagment.

Sampling

View Sampling

We also ran a hard working geo-targeted sampling night display campaign which displayed the sampling venues nearest to you

Sampling Ads

87-88 Harcourt Street

ptsb – Deposit Accounts

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Get in touch

If you'd like to find out what ICAN can do for your business, call Ciarán.

01 7756500 or email

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