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FRIJJ: FOUR RIDGES MUST BE DESTROYED Date: Aug-Sep 2008

FRIJJ: FOUR RIDGES MUST BE DESTROYED Date: Aug-Sep 2008. DCM.CO.UK. CONTENTS. The brief The campaign Ticketing Online support Third party amplification The results. FRIJJ – THE BRIEF. Frijj wanted to reach their 16-24 year old male target audience through film

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FRIJJ: FOUR RIDGES MUST BE DESTROYED Date: Aug-Sep 2008

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  1. FRIJJ: FOUR RIDGES MUST BE DESTROYED Date: Aug-Sep2008 DCM.CO.UK

  2. CONTENTS • The brief • The campaign • Ticketing • Online support • Third party amplification • The results

  3. FRIJJ – THE BRIEF • Frijj wanted to reach their 16-24 year old male target audience through film • The creative needed to allow consumers to fully interact with the brand and form an integral part of both ATL and BTL communication • Their on-screen creative idea was based around the weird and wonderful town of ‘Four Ridges’ in the cult film Beetle Juice

  4. THE CAMPAIGN - Frijj staged a free film season covering 26 cult films at 25 cinema sites across London - Films included: Scarface, Kill Bill, Ghostbusters and The Godfather - Campaign lasted 4 weeks in August 2008 - This was promoted via an above the line campaign and a ‘Four Ridges’ website that was created to act as a hub for the activity

  5. TICKETING Tickets were free of charge and needed to be collected from participating box offices to guarantee seats for the screenings

  6. ONLINE SUPPORT The online support gave more information on the films and also details of the cinemas taking part in the activity

  7. THIRD PARTY AMPLIFICATION As well as national press and online support, there was a London-wide outdoor campaign using bus side advertising to drive the target audience to their website and tell them about the film festival

  8. THE RESULTS • Website Success: • Frijj films viewed 450,000 times online • Website has 166,000 visits over 6 • weeks • Attendances: • Event at 70% of capacity • Tickets for selected films over • subscribed by 400% • 784 Tickets distributed for LOTR • marathon • Awareness: • 31% of 16-34 year olds in London • were aware of the event * Hall & Partners Post Wave Evaluation Reports – October 2008

  9. THE RESULTS • Claimed purchase of Frijj UP 43% • 54% said it made them want to buy • Frijj • Frijj is ‘genuinely better than other • brands’ UP48% • 61% said it made them more • interested in Frijj * Hall & Partners Post Wave Evaluation Reports – October 2008

  10. THE RESULTS: FRIJJ VANILLAAAAARGHH • Sold 60% more than the limited • edition for the previous sales period • Was intended to run for 3 months, • still being stocked 6 months later Source notes: AC Nielsen sales figures, July – November 2008 Vanillaaaaarghh

  11. THANK YOU DCM.CO.UK

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