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Deep Spring
All That Matters Campaign

Challenge

Coca Cola Amatil’s (CCA) Deep Spring ‘All That’s Needed’ campaign aimed to reposition Deep Spring with a focus on relaxation and mindfulness. The goal was to empower urbanites with inspirational tools that help them create moments of pleasure and relaxation across their day, and thereby refresh their soul for the challenges ahead.

Capitalising on the adult colouring-book craze sweeping Australia, CCA teamed up with UM to launch live crowd coloured murals in central Sydney and Melbourne, helping reconnect people with the brand’s mineral water roots.

Ansible was engaged to bring the Deep Spring brand ethos to mobile and create an interaction, which provided an elusive and refreshing snippet of simple pleasure.

Deep Spring colouring campaign

Solution

To coincide with the live murals, Ansible created a rich HTML5 mobile colouring game for the campaign, turning mobile devices into digital canvases.

A targeted mobile media campaign – featuring eye catching animated banners – directed users to the mobile optimised website featuring one of a series of randomly selected blank colouring templates. Users tapped and swiped their fingers, gently moving designs to add colour to the canvases. Once complete, the creations could be signed, saved and shared via email or social media.

The game was also optimised for out of home panels. JC Decaux’s touch screen panels provided a larger digital canvas allowing people to enjoy a moment of distraction and relaxation from the hustle and bustle of Sydney’s Martin Place and Darling Harbour or Melbourne’s Flinders Street Station and Southern Cross Station.

deep spring colouring mobile campaign

Results

Overall the campaign was a great success. Over 400 people contributed to the live murals and the mobile campaign recorded 117% of intended impressions. One Green Bean also worked on bringing the ‘All That’s Needed’ campaign to life across Deep Spring’s social channels.

The colouring game proved to be very engaging with 2,000 mobile and 1,400 out-of-home panel users escaping from their busy day for an average of 5 minutes, engaging with the fun, meditative, colouring experience and saving their ‘creations’ to their device.

Awards:

  • 2017 Technology Design Awards: Entertainment – Gold

 

 

Deep Spring Colouring OOH panel in Martin Place Sydney