Campaign: Soup Tube

Client: Campbell's Soup

Agency: TKT Sydney

 

Awards

Winner:
Media Campaign

Highly Commended:
Copywriting
 

Judges' Comments

"A very boring/low interest category that we were 'bowled' over by this campaign."
 

Goals

To re-establish Campbell's Soup's cultural relevance, increase brand awareness and increase sales.
 

Creative Solution

TKT Sydney created Campbell's SoupTube: a YouTube pre-roll campaign with over 1,700 highly targeted, individual executions; each one themed to match the video viewers were attempting to watch.

TKT Sydney took YouTube's most invasive ad-format; the pre-roll, and turned it into the most relevant. They used beta technology from Google to generate thousands of highly targeted YouTube pre-roll ads in real-time, ultimately demonstrating countless numbers of occasions to eat Campbell's Soup through relevant and timely placed ads.
 

Effectiveness

  • Video view rate of 92.86%
  • 24.7% lift in Ad Recall
  • 6.9% lift in Brand Awareness
  • 55.6% increase in value sales of Cambell's Simply Soups
     

Credits

Collaborators

MEC
Google

Agency team

Paul Nagy
Ben Clare
Brendan Willenberg
Emil Cholich
Shaun Thomson
Jake Tucker
Marshall Campbell
Laura Martin
Sohail Bhatia
Jo Howlett
 

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