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ADVERTISING CAMPAIGNS

Oasis 'Hospital'

Agency: Mother

Client: Oasis

Coca-Cola Great Britain (CCGB) has revealed the final TV spot in the content rich and interactive campaign, ‘Run Cactus Kid, Run’, for its leading adult juice drink brand ‘Oasis’.

The fourth spot will only be screened three times and ends with a call to action pushing customers online to vote for one of three possible outcomes.
 
To date the campaign has seen Cactus Girl and Cactus Kid argue with her mother and go on the run, hotly pursued by the Sheriff.

This fourth and final spot sees the couple in hospital as they welcome the arrival of their baby before the Sheriff and his men pull up at the hospital steps in a dramatic cliffhanger ending.

The couple’s fate is then left firmly in the hands of the viewers as they are asked to go online to runcactuskidrun.com to vote for one of three outcomes.
 
‘Run Cactus Kid, Run’ builds on the successful ‘Oasis’ positioning ‘for people who don’t like water’, which re-launched the brand to the UK in 2007.  It runs until late September when the final outcome will be revealed online. 
 
Consumers have been taken on a journey with Cactus Kid and Cactus Girl this summer and now they get to decide their fate.

The voting mechanic highlights the fully interactive nature of the campaign, all designed to build on the compelling ‘Run Cactus Kid, Run’ story and, of course, the outcome the viewers pick may well have an impact on future marketing campaigns!
 
The integrated national outdoor, TV and online campaign has taken the viewer on a cinematic journey of the two fictional characters who, against all odds, are united in their passion for each other, for drinking ‘Oasis’, and for disliking water.

The content rich campaign has included seeding of Cactus Kid footage on YouTube and Flickr; Cactus Girl’s own MySpace page; a dedicated M.A.C.K (Mothers Against Cactus Kid) website and a Sherriff’s site dedicated to catching the couple.

Additional activity has seen online advertorial content with The Sun, Heatworld and Zoo and outdoor advertisements including phone boxes and 96 sheets, which evoke classic movie posters.
 
Shot in Mexico in the style of a classic American road movie, the TV ads are reminiscent of films including Rebel Without a Cause, True Romance, Bad Lands and Thelma & Louise.
 
The ‘Run Cactus Kid, Run’ campaign was created by ad agency Mother and Mike Maguire from Independent directing. Media was handled by Vizeum and online by Glue.

AJR
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