The Challenge
Pre the launch of Club Orange ‘Best Bits’ communications, Club Orange was at a place where the target market was mums’ buying for kids, the main advertising association was an elderly gentleman with orange hair and suspenders – both probably couldn’t be further away from the brand aim of being a cool drink for the 18-24 year old male market!
Therefore, Club Orange in association with Chemistry advertising agency took their key market audience of Cian – a 19 year old male, and developed 5 potential advertising routes to take to research. These routes had to deliver on several brand and communications objectives, namely; viral contagiousness, product quality cues, relevance to target market, brand image revival and product consideration.
The Spark
We always aim to bring in the latest thinking in qualitative research, which is to go ‘broad’ to really get under the skin of what the target audience thinks. Particularly in the case of advertising research, it is not productive to go down the ‘why, why, why’ route when their first reaction is the most telling and continual probing can lead them to thoughts and reactions that they would not naturally have from communications.
We used a number of ethnographic pre-tasks which allowed us to ‘live with Cian’ in the week leading up to the groups, not just for a 90 minute period in a research facility.
In addition to this with the use of our Advertising research tool Spotlight© we were able to guard against group think when testing the advertising concepts.
The Happy Ending
The thorough research process undertaken by SparkQual gave Britvic the confidence that they had a winning campaign on their hands that would meet all of their communications objectives. Club Orange Best Bits was developed and the campaign was rolled out, initially virally and subsequently in cinema.
A cut down advert was developed for television.
Best Bits was a huge viral success story with 850,000 global hits on You Tube. In a short space of time brand tracking data showed positive results regarding the brand.
"One of the biggest challenges we faced when researching advertising concepts with our target groups of 18-24 year olds, was ensuring that those taking part were not adversely affected by peer pressure influence and group dynamics. We discussed this concern with Sparkqual, who developed some complimentary techniques such as laptops in situ, so as to get an unbiased view from the groups. We loved this approach and found the 'on the spot' feedback from the groups very reassuring. Sparkqual's thorough approach to the research brief, through the use of pre-tasks gave us a rich source of information to fully understand how our target market ticks."
- Sharon Yourell Lawlor, Head of Carbonated Soft Drinks Marketing Britvic Ireland
