CASA DEL GELATO RUNAWAY SUCCESS WITH THE VIRAL CAMPAIGN FOR DOHA’S LOST PENGUIN CAUGHT THE EYE OF THE EFFIE AWARD JUDGES, EARNING IT A COVETED PLACE ON THE 2011 SHORTLIST.
DOHA PENGUIN
The primary goal was to launch the Casa Del Gelato brand with as big a splash as possible. The big idea was: to create a rumour about a penguin spotted on the waterfront in Doha during the summer at 50 degrees Celsius, and to build the idea through handheld video, eyewitness testimony and the occasional photo on social media channels. The credibility of the campaign was achieved with the major victory of having the video featured as a human-interest story on Al Jazeera within the first week. The Twitter account of the penguin that we opened was a great success too; the nation's heir apparent mentioned the Doha penguin on Twitter.
DOHA PENGUIN IS TWEETING
@Doha_Penguin
Just a little penguin lost in Doha
Weekend Warrior @TerryExplores 9 Jun 2011
White guy is the best rapper in the world, black guy the best golfer in the world, a Penguin filmed swimming in Doha Qatar. #worldsgonemad
MORE viral
At the end the four viral videos collectively reached over 100,000 views a couple of weeks after the first was launched.
COOL BRANDING
Icy and bold color palette was introduced during the launch of the new campaign.