Birds v humans in ambitious Tooheys 5 Seeds cider launch

Fantastic idea.

Fantastic execution.

One issue – I don’t think I’m alone with finding out what the product is and going “WTF?” – this isn’t to criticise the idea, it’s perfect, I just don’t get why it was used for this product.

It may as well have got to the reveal and said “Have you got Clamidia? Get tested today!”

This has certainly lifted the bar for Digital/Social in Australia! Well done Holler, any chance of a break down of who was involved in the Holler team?

Jules

Think the idea is great, however the Youtube strategy looks extremely similar to the Metropolitan Police Service ‘a different ending’ campaign earlier this year – https://www.youtube.com/user/adifferentending.

The Apple hunt campaign looks a bit like one green beans i spy levi’s strategy that also occured earlier in the year – http://twitter.com/ispylevis

Execution is great. Originality is lacking.

So now instead of a single 30 second spot, I have to watch several ads. And if I choose the wrong path, I have to waste even more time. Fail.

Thanks Tim!

Michael, I think they were smart with the treasure hunt to launch on Facebook. In my opinion Twitter is too niche and running the competition on Facebook allowed more people to get involved.

Video annotations have been around for awhile and a number of brands have been using them, I do not think you can say they were copying the Police Services. It is kind of like suggesting anyone who uses QR codes is copying Telstra

Hey Julian,

Totally agree with both points, its just that I don’t see the strategy to be really groundbreaking.

Really keen to know your thoughts on setting up the 5 seeds facebook page as a short term destination for brand activity and engagement. How much activity do you think will be on the page in 4 months time?

Will it be stagnant or will Tooheys keep running promotional content through it. To me pages should act as a long term connection between brands and consumers, going through all the work to gain a decent fan base to only desert them 2 months later seems like both a) a lot of money for a short term gain and b) an underappreciation of consumer sentiment for the brand.

Given your background, really keen to know what you think!

MW

Hi Guys,

Glad some of you enjoyed the ride! It’s certainly been fun for us.

You can follow some of the blogger outreach work by searching twitter for #birdsvshumans

And here, by popular demand, are the hard working soldiers at Holler Sydney. I hope I haven’t forgotten anyone…

Director – Mike Hill
Tim Buesing – Creative Director
Chris Jeffree – Lead Designer
Tony Wild – Copywriter
Claire van Heyningen – Exec Producer
Mic Wernej – Senior Project Manager
Suzette Mackenzie – Senior Account Director
Dom Felton – Junior Account Manager
Matt Kendall – Head of Influencer Marketing
Lukasz Karluk – Interactive Developer
Razif Djamaluddin – Visual Effects Designer
Tim Drew – Senior Flash Developer
Luke Lu – Developer

This is a great campaign which I look forward to seeing unfold further. Kudos to all agencies involved for the successful sell-in, I imagine it was hardwork.

Mike Watkins, your comments about the facebook page are interesting. I agree that it probably won’t have a huge amount of relevant content in a few months time but does it really need to?

I think it is a really smart move by TED to execute the whole story via facebook rather than from a microsite. It is cost efficient and also lends itself to organic swell due to the nature of its host (ie a mircosite would have had difficulty gaining the same sort of traction without the ‘instant’ community that facebook provides access to). I love that finally we have an Australian brand not set on building microsites just for the sake of it. It is a brilliant example of using web 2.0 facilities for their intended purpose.

Well done – I wish I had a client that was as brave!

Lauren – Completely agree. I think the execution of this ad is excellent and the use of social networks tools has been well planned with key objectives in mind – far too often you see business using tools / marketing channels for the sake of it without any clear objectives in mind (especially microsites!).

I thought this ad is highly engaging, great to watch and memorable.

Great work all.
Si

Thanks Tim for telling us upfront it was for cider. Sorry, I bailed after a few click-throughs when neither my curiousity nor appetite had been whetted.

I agree with some of the comments above. The overall campaign idea is good and very well produced. The TV work feels really big. The online work however is the bit that spoils the apple cart. It lacks originality (UK police campaign to name just one example on YouTube) and the feed the feral game is a real let down. Applause for a huge effort overall.

Honestly, this bores me. I appreciate it in so far as opening people’s minds to different ways of doing things but to me it feels half hearted, pointless and unoriginal.

Don’t rate the TVC. More confusing than captivating. Prefer to change channels or walk out of the room when it’s on.

If birds did indeed eat the apple of knowledge, and assumed the role of dominant species, wouldn’t they be launching mustard gas capsules from ground artillery units on these hapless scavengers? Just a thought.

Complete rubbish.

Another great example of an overpaid agency, a weak client without a decent brief, and consumer who is has been completely forgotten.
I wouldn’t want to be the brand person who has to show that at a Lion Senior leadership meeting.

Please let me know if anyone decides to actually buy 5 seeds after watching that dribble.

Wow!

What a socially engaging and interactive campaign. I really liked the use of the Youtube Annotation features.

Very impressive, but I found a few problems. Watch my review!

http://bit.ly/Will_egan_video

Cheers,
Will Egan