Maximise the impact of Grolsch's Alien Abduction ad and promote the 'Never Rushed' message.
Raise brand awareness and position Grolsch as the premium lager of choice among 25-27 year old males.
The Aliens spot lacked traditional hooks for media interest controversy/sex, celebrity or music. The Fish Can Sing (TFCS) needed to find an alternative way of extending the campaign and pushing it onto the news agenda.
Alien abduction had little relevance in the current cultural climate. The Grolsch ad had used a fresh but narrow angle, and TFCS needed to extend this to a wider renewal of interest.
TFCS identified a latent ‘desire to believe¹ in the UK, and positioned alien abduction as a lifestyle choice consistent with Grolsch¹s Never Rushed message.
We designed 'How To Be Abducted by Aliens', a comic booklet that offered facts and advice for hopeful abductees.
An accompanying spoof website, http://www.myalienabduction.co.uk, offered a custom abduction service.
Content was designed to encourage peer-to-peer distribution.
'How To Be Abducted by Aliens', was distributed to key opinion-formers: men's magazines, zoo-style radio shows and underground media.
It was backed up by targeted press-releasing of content (Top 40 Abduction Hotspots, Top 40 Potential Abductees).
The URL for myalienabduction.co.uk was distributed to key online media by email, and spread virally.
Distribution to selected retail outlets and guerrilla stickering campaigns created a street-level buzz about the campaign.
Coverage in national and regional papers, on national and regional TV and on national and regional radio.
Total coverage of 36.4m people.
A 71 per cent brand recall for Grolsch (based on tracking by Millward Brown).
- This campaign by The Fish Can Sing made the finals for Best Consumer Marketing Campaign at the Marketing Design Awards.
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.