The Ribena Colouring Café
Brass successfully launched a huge new digital marketing campaign in 2016 to promote Ribena Light.
As Ribena’s digital and social agency, we led a multi-agency team to produce a series of hero video content, tailored for different social platforms, to ensure optimal engagement. The idea behind the video? A 120 tiled, Ribena inspired illustration that would be coloured in at a one day only event at Ribena’s Colouring Café in Covent Garden.
The Ribena Colouring Café was a concept Brass developed to capture the Ribena brand essence. The partnership with Alex Lucas, a Bristol born illustrator, was the perfect fit with her characterful animal illustrations that complimented the You Can’t Get Any More Ribenary advert re launched in April.
As well as the overall campaign strategy and creative concept, we led The Ribena Colouring Café brand development, web design guidance, copy writing, video production and social amplification.
The Ribena Colouring Café opened on June 30th. Participants were recruited through social media and directed to a campaign area on Ribena.co.uk to sign up to attend.
The event day saw 100 participants enter the café across the day, choose a tile, and enjoy an hour of colouring whilst sampling Ribena Light. Participants were then asked to place their tile on the structure and invited back for the reveal.
It wouldn’t be Ribena if we simply revealed the final coloured illustration, so the illustration was brought to life through projection mapping and matched to the recognisable tune of Zooby Doo.
A first for the Ribena brand, the digital-led campaign included a hero film bringing to life The Ribena Colouring Café event which was then amplified across Facebook, Instagram, You Tube, VoD & Digital Video.
Also included was an online colouring App that allows users to colour in a piece of The Ribena Colouring Café illustration from their device and share on social media. Additional content from The Ribena Colouring Café event was also hosted on the website, such as background to Ribena artist Alex Lucas and images from the day.