Ribena and J. Walter Thompson London are launching a fully integrated, participatory campaign ‘Ribena – Doodle Your World’. It launches with new posters, social content and an updated version of last year’s TV spot.
The campaign encourages users to download an interactive app which enables them to ‘doodle’ visually on their surroundings with fun and lively Ribenary characters. The app soft launch 4 weeks ago drew inspiration from the popular art of ‘Doodle bombing’ and encourages Ribena fans to play with their world and ‘Make It More Ribenary’.
Once downloaded, users can scan Ribena bottles to unlock unique AR content. To unlock more Ribenary doodles and level up their “Doodley skillz”, users can create their own bespoke AR experiences using the app and share across social platforms such as Facebook, Instagram and WhatsApp.
Supplementing this activity nationally are TV, posters, digital posters, phone kiosks, social content, influencer activity and shopper, together with Ribena’s largest UK sampling activity to date. The colourful TV, posters and phone kiosks highlight Ribena’s great taste and bring doodling to life. Fans are encouraged to download the app and doodle their surroundings.
The social and influencer activity will showcase some of the best doodles that are being shared. And the shopper activity will encourage physical interaction and AR participation with the bottles themselves.
The £4m campaign starts from today with TV running from May to September, with peak campaign activity in June.
There are 15 animations available in the app; the first 5 animated doodles, already unlocked for users, are Rabbi-G, Scaredy Pipe, Huckleberry Funk, Barney Trouble and Disco Derrick, illustrations by the popular Bristolian street artist, Cheograff, who is known for his quirky cartoon creations.
Users can unlock more doodles by scanning Ribena bottles featuring the interactive pack icon OR by sharing across social platforms. Fans will have to look out for a few more surprise Ribenary doodle releases throughout the campaign. Please see top 5 doodle descriptions below.
Emmeline Purcell, Senior Brand Manager at Ribena, said: “We wanted to bring the Ribenary experience to life in an interactive and playful way that puts our delicious looking new packs at the heart. With the added channel support the whole country will be exposed to the tasty Ribenary world and encouraged to join in the doodley fun.”
John Cherry, Creative Director at J. Walter Thompson London, said: “The Ribena Doodle Your World app changes how people can engage with Ribena. It brings to life all the fun and playfulness of Ribena. Drop a random Ribenary doodle into any situation and with a clever bit of AR it’ll seem like it’s really there.”
Source: J. Walter Thompson London