Play to Launch Interactive Campaign for Heinz
mkodo powers SMS activity
July 2007: Play has been appointed by the Heinz brand, Amoy, to create a new multi-faceted interactive campaign which will promote their stir fry sauces as an easy way to liven up food.
The authentic oriental cuisine manufacturer, originally set up in Hong Kong, now markets its products in more than forty countries including the US, UK, Australia, Japan, Canada and Europe.
The objective of the campaign is to inform the target audience of young, busy, working people that they can be experimental and creative with their cooking without having to be experienced in the kitchen. Stir fries can be completely personal every time round with so many ingredients to choose from; the only essential ingredient is Amoy.
Based on this brand insight, Play has built a range of rich media online ads to drive traffic to an interactive microsite where users can create and name their own virtual stir fry. A series of drop downs allow users to choose various ingredients for their stir fry which are then shown to fall spectacularly into a smoking wok one-by-one using rich video content and beautifully devised illustrations.
As well as available downloads of any virtual dish made on the site and an SMS mechanic to receive recipes, users will have the opportunity to enter into a competition for their own personal stir fry to feature in the next press ad. All press ads will promote the various sauces while also generating interest in creating a virtual stir fry on the microsite. An SMS mechanic will also be available on outdoor posters to enable people to download the recipe for the featured dish to their mobile.
The SMS mechanics will be powered by the proven and powerful Intelligent Mobile Platform (IMP) offered by mkodo, Play's preferred mobile channel supplier.
To complement the microsite and online ads, Play will be using Viacom's digital escalator panels at Tottenham Court Road, Charing Cross and Paddington tube stations. The panels will feature animated, fiery copy which will read, "The 'You're not fooling me, I know you threw in the whole bag of.' at which point the screen will fill with chillies and then the copy will continue ".the second I turned my back' stir fry".
Matt Gorzkowski, Play's Managing Director, commented: "For such a high profile FMCG brand to embrace interactivity to this extent throughout an integrated campaign is really encouraging. It's been a great campaign to work on and we look forward to the opportunity to work on future projects for the brand."
The integrated campaign is due to launch next month with Vizeum handling all media planning and buying.
