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