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CASE STUDY: TMi ensure year-round awareness of Frubes.

Provided by Turner Media Innovations
TMI created FRUBETOPIA to maintain awareness & to reinforce the Frubes brand characteristics: cheeky, fun, cool and playable.

What was the Challenge / Background of the Campaign?

In October 2006 with an OFCOM ruling on Kids TV food advertising imminent, Yoplait Dairy Crest wanted to maintain year-round awareness of Frubes and the Frubes characters among children and mums, reinforcing the Frubes brand characteristics of "cheeky, fun, cool and playable." The challenge for Turner Media Innovations was to create a campaign in line with Yoplait Dairy Crest's objectives without however using TV advertising.

What was the Campaign Objective?

To maintain year-round awareness of Frubes and reinforce the Frubes brand characteristics of "cheeky, fun, cool and playable."

What was the Solution?

"FRUBETOPIA!" A unique first for a brand such as Frubes, it is a completely free social-networking-style website for kids that drives the Frubes brand. With online penetration among kids growing & with kids spending more time online playing games and communicating with chums, FRUBETOPIA, created by Turner Media Innovations, a durable, engaging, funny and rewarding online destination that brings Frubes to life. TMi uses on-air, interactive TV, online, in-comic amd mobile media with games and prizes to maintain a marketing campaign for the site and to encourage word-of-mouth.

What were the Results?

Across the first 4 weeks there were 2.9m site pages viewed, 22,000 Frubetopia avatars and 10,700 teams created; 900,000 games played; 2.2bn frubels awarded and 350,000 diary events logged. TMi have created exactly what Yoplait Dairy Crest wanted - a durable and compelling destination for kids that can evolve to keep Frubes at the front of their minds as a fun, cheeky & cool product for a long time to come, maintaining and further driving awareness of the brand and continuing to drive sales.

What were the Key Learnings of this Campaign?

With like for like period sales +21%*, "We strongly believe that FRUBETOPIA has had a positive effect on sales, as it reinforces the "cool" aspect of the brand, and for us, the major indicator that the website is a success is the number of members increasing and being so big from the start!" Isabelle Maratier, Frubes Brand Manager. (* YDC Aug 2007).

BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500k7-12 year olds. Unique online visitors - 40,519.
0 - 9
10 - 15
Both
Main Shopper
Kids HH
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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