Dairylea Super Cool or Super Cheesy?
For Summer 2018, Dairylea wanted to offer families around the UK the chance to win a whole host of super cool and super cheesy prizes. The competition lived on-pack, and so to drive awareness, we created an audio-digital campaign that brought the idea to life.
Audio spots
We created two audio ads that ran sequentially on Spotify, Dax and national radio; the lyrics are the same, but one version is super cool and the other super cheesy.
On a microsite, we analysed a user’s listening habits and then gave them a rating based on how cool - or cheesy - their tunes are. We then served them a fresh bespoke playlist of new music, alongside a slider that adjust the cool or cheese content.