;
SPONSORED BY;
HIGHLY COMMENDED;
Goo Play
CLIENT: Cadbury’s Creme Egg
AGENCY: CMW Interactive
Grolsch
CLIENT: Coors Brewers
AGENCY: Blonde
SHOrtLIStED;
Network
CLIENT: Pot Noodle
AGENCY: AKQA
Village Fete
CLIENT: Innocent
AGENCY: Soup
Get Your Face Out There
CLIENT: Johnson & Johnson
AGENCY: Tribal DDB
46
FMCG
My Amoy
CLIENT: Heinz
AGENCY: Play
Heinz tasked Play with inspiring young, busy people to break their ready meal routine and get
creative with its oriental Amoy range.
Play’s innovative solution combined film and illustrations to create an environment where
users could create a personal stir fry in real time. Ingredients ranged from the sublime (a range
of meat, fish, vegetables, herbs and spices) to the ridiculous (including cornflakes,
marshmallows, and strawberry milkshakes), allowing users to create a highly individualised
concoction. The final element was a dash of Amoy sauce.
Judges were impressed with the original execution of this idea — one praised its ‘creative
excellence and super interaction’. Inspired users had the option to download recipes straight to
mobile, allowing them to shop with ease to recreate the recipe for real.
Since launching last month, the site has generated more than 350,000 visits, with an average
user session of 6.5 minutes purely through word-of-mouth, while 128,000 visitors downloaded
their or another user’s dish details to their mobile.
The success of the campaign is supported by feedback from Heinz, which claims to have
experienced a 28 per cent increase in sales of its Amoy stir-fry sauces.
The Revolution Awards 2008
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