A Picnic bar is nutty, chewy and a challenge to eat, so for its first new campaign in nearly six years, Patts Melbourne put it to the public to see how they’d go eating one in the … read morespace of an ad break (30 seconds) filming themselves using mobile phones, handycams and webcams.
The fully-integrated campaign directs people to www.itsnopicnic.tv where they can build their own television commercial. The website allows them to upload their film (or record themselves using webcam), edit their footage, choose one of 52 pre-recorded Voice Overs and personalise it by including their name, of which around 1,500 individual names were recorded. Once finished they submit their ad for approval, with the best ones being selected and aired on national television.
In an Australian-first media buy through Carat, the approved commercials are dispatched as they’re created, with every ad airing once only - allowing a campaign of hundreds of individual spots.
The creator of the selected commercial is contacted informing them of the channel, program and time their ad is scheduled to be aired, allowing them to spread the word through email, Facebook and Twitter.
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