Danone wanted to build on the fun tone of its previous campaigns and decided to make the fictional Oykos Island real by giving consumers the chance to win a luxury break there.
Client and agency were immediately impressed with our creative suggestions to bring the prize to life and our reach – OK! speaks to 2.1million Oykos consumers every month. Add in the OK! reader’s enduring love of Oykos brand ambassador Peter Andre and this was clearly a match made in heaven.
The idea was simple: to create a series of print, digital and video assets that would present the Oykos Island Escape as an achievable and desirable destination.
Great content begins with great people, and we recruited editorial talent from OK! to write the assets, style features and sub content. External collaboration with Danone and MEC was also key to the success of this partnership – a relationship built on a clear sense of vision, honesty and good humour.
The result? A consistent, targeted campaign placed in an environment sympathetic to the product and prize. Execution and results that surpassed expectations of all parties. A considerable uplift in sales and brand awareness and an unprecedented volume of competition entries.