Eta has engaged Adshel to launch a new range of UpperCuts chip flavours, with a make-over of an Auckland bus shelter. It’s been up for a week with Adshel promising a “colourful, truly immersive and tactile experience that brings to life the taste sensation” of one of the new flavours, Sriracha Chilli Corn Tapas.
The Adshel bus shelter features three brightly-decorated chairs – ‘Heat’, ‘Sweet’ and ‘Tang’ – representing the three major flavour components in the new UpperCuts range.
Consumers can interact with the shelter by sitting in their favourite chair, then uploading their best ‘Heat’, ‘Sweet’ or ‘Tang’ selfies to Instagram using the hashtag #openupinteresting.
That puts them in the draw to win a custom-designed dining experience for themselves and nine friends with award-winning chef, Sid Sahrawat.
Adshel New Zealand’s Sales and Marketing Director Ben Gibb said: “By capturing attention with a memorable experience, Adshel’s exciting immersive site will build awareness of the new UpperCuts products. The social and competition elements, together with the standard placements across the Adshel network, will amplify that reach and interest. It’s a simple execution, but incredibly punchy, creative and effective, and we’re very pleased with the result”.
Michelle Heighway, Senior Planner at MBM said: “We really love the way that Adshel offers the ability to connect with consumers at street level. Our objective was to bring the “heat, sweet & tang” tasting notes of the new Siracha Chilli Uppercuts to life – and what better way to do this than through jazzing up a bus shelter to deliver a tactile brand experience.
The Eta campaign is live until 7 August 2016 in Victoria Park, Auckland.
CREDITS
Creative Agency: Assignment
Creative Director: Jamie Hitchcock
Creative Director: Mark Harricks
Business Director: Posey Wall
Project Manager: Rebecca Verhulst
Social Producer: Lizzie McCollum
Media Agency: MBM Auckland
Business Director: Deborah Brown
Senior Planner/Buyer: Michelle Heighway
Digital Planner/Buyer: Sahri Armstrong
Media Assistant: Holly Collins
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