Fantastic Delites pushes people to extreme lengths in the next phase of ‘How Far Would You Go?’ campaign via Clemenger BBDO, Adelaide
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Would you walk a mile through a ridiculously long queue, skate on ice, wade through a murky green lake or risk your life climbing a ten metre wall – all for a pack of savoury rice snacks? Judging by the latest YouTube video from Fantastic Snacks and Clemenger BBDO, Adelaide, it appears people will do almost anything for a free pack of Fantastic Delites Curls.
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For this, the third video in the popular ‘How far would you go?’ YouTube series, members of the public were offered free packs of Fantastic Delites Curls but only after being made to negotiate an unnecessarily long queue one person at a time. Despite this, and the fact packs retail for only $2.19 (RRP) each, participants were willing to endure the inconvenience of the queue to get their hands on this popular savoury rice snack.
Clemenger BBDO Adelaide creative director, Matt O’Grady, said the frustratingly long queues at airports served as their inspiration for this activation.
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Says O’Grady: “It seems no matter what challenge we throw out there, be it mindlessly pressing a button on a vending machine 5000 times, or the indignity of dressing as a rodent and spinning a mouse wheel for five minutes, the punters always seem to come back for more. Maybe we’re not making them difficult enough?”
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Says Adam Jackson, chief marketing officer of Fantastic Snacks: “The videos have been an effective way of raising brand awareness, increasing brand engagement and driving consumer trial.
“The ‘How far will you go?” campaign has been a great platform for us to dramatise our products’ key benefit – taste. Having consumers go to any extreme to get their hands on your product is something we all dream of.”
The new video, entitled ‘How far would you queue for Fantastic Delites Curls?’ is now live on YouTube and follows on from the highly successful Delite-o-matic videos that collectively have earned millions of views and the attention of mainstream media and bloggers worldwide.
Agency: Clemenger BBDO Adelaide
CD: Matt O’Grady
Creative team: Matt O’Grady, Oliver Prenton
Account Director: Erik de Roos
Account Manager: Sophie Lindsay
Agency Producer: Holly Horne
Social Media Manager: Alister Robertson
Client: Fantastic Snacks
Adam Jackson, Chief Marketing Officer
Sally Huefner, Category Brand Manager
Michele Lok, Category Brand Manager
Production company: Anifex
Editor: David Ngo, Oliver Prenton and Matt O’Grady
Sound: Matt McKenzie-Smith
10 Comments
This treats the consumer with absolutely no respect whatsoever.
Where’s the queue???It looks like hardly anyone and Im guessing theyre agency staff
is there meant to be a queue? looks like agency staff and family turned up. plus some guy who was made to look like an idiot. The most creative work heres in the editing
I like this. Good effort. Funny too.
Nice work Clems Adelaide, despite what your competitors have posted.
This is really nice. Hope it does well.
Do I get credits on this?
No, I’m not a competitor and I commented because it looks fake to me and not very much like it will work.
Very funny, nice one Clem’s.
It looks empty because only one person can go through the queue at a time! They are all queue’d up before the queue. It says it in the text.