Zespri and TSLA call on Singaporeans to ‘break out’ from routine with integrated campaign
Kiwi fruit brand Zespri called on Singaporeans to abandon the monotony of their delay routines and be more spontaneous during a recent integrated campaign.
The brand’s agency of record The Secret Little Agency first created a print campaign, which ran on the front and on the inside of TODAY, teasing readers to “turn over to… feel alive with Zespri”.
Working with media agency Starcom and fellow creative shop Loud, TSLA also sent a number of mini piñatas to journalists and influencers, encouraging them to ‘break’ away from their “mundane” daily routines by whacking the props for prizes.
The campaign culminated in an activation at Mapletree Business City, whereby the agency erected a number of boxes containing inspirational quotes collated from the social media campaign and its engagements.
Passersby were encouraged to physically knock down the physical structure to win more prizes intended to help people change their daily habits.
“Zespri has become such a loved brand in Singapore and we are just thrilled to see so many Singaporeans engaging and being sporting across the different touchpoints of our campaign to really break their routines.” said Kris Kam, managing partner at TSLA.
This is the best an independent singaporean agency can manage? What a joke.
ReplySurely the goal is get Singaporeans to make Zespri part of their (supposedly mundane) daily routines. You could easily substitute the brand and product with an airline. At least then it would make some sense.
ReplyHow does knocking down something senselessly have anything to do with Zespri?
ReplyUmmm…what is the point of this campaign? The campaign activities has nothing to do with the kiwi fruit. There’s also no concerted call-to-action to encourage eating or buying the kiwi fruit…which I’m guessing is the real point??
ReplySo spending all this money to tell me to break out of my routine is supposed to make me want to buy (what is it?!) a drink? I found out more about the drink than via the media buys. They should have bought ads on Mumbrella….would probably sell more! A very useless idea. Client has a lot of money? (not much smarts)
ReplyBest use of integrating newspaper masthead into a headline….might be a world first. Please mention this in the case study.
Jess Saying
ReplyThey’re poets
ReplyThey just don’t
Know it
All these haters hating all these ads and yet kiwis fruits are going through the roof!
Keep them hating then!!!
ReplyThis was so well executed! I can’t remember the last time ANY fruit brand did anything nearly as creative as this. Zespri has made huge strides pimping its Kiwis. Huge respect for the client. I’ve never heard of this agency…
ReplyNice solid work. Not pretentious. Be humble and learn from these successful local cubs, Blk Joji, Howie Starhub Lau, DDB and GOVT.
ReplyTSLA’s biggest secret is in CONvincing clients that they are actually creative while reinforcing the old adage that a foolish client and his/her money must be parted. And please, to quote a sports reference, TSLA is not worthy of even carrying BLK J’s jock straps!
ReplyWas there at the event! Very cool guys. Keep it up!!
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