Challenge

Dairylea came to us with a brief to promote a new competition they were running on-pack, asking customers whether they were 'super cool or super cheesy?' They wanted to engage kids and parents in a fresh way, to drive entries to the contest.

Insight

When it comes to music, one man's cheese is another man's cool. And no one, if they're completely honest with themselves, doesn't enjoy the odd cheesy, guilty pleasure listen from time to time.

Idea

Create two versions of the same song - one super cool and one super cheesy - and push listeners online to have their Spotify listening habits analysed for coolness and cheese factor. 

Execution

We created two bespoke compositions alongside ace composer/producer Jason Cadden, built around the same set of lyrics - one 'Super Cheesyl' execution in the style of Barry White, and one 'Super Cool' that captured a popular electro/dance tone. Each song incorporated simple fun ways to eat Dairylea, along with cows mooing to give it some punctuating humour.

These ads were targeted in equal rotation to listeners so they were exposed to each side of the campaign, no matter what their usual preference.

They were then directed to a microsite that analysed their Spotify listening habits to find out how super cool or super cheesy their music taste is.

User Journey

After users connect and land on the payoff page, they get an interactive 'Super Cool' and 'Super Cheesy' percentage score, as well as a brand new playlist that fits their taste. They can use a dial to make their bespoke playlist 'cooler' or 'cheesier' as they wish.

Users can also find out more about the Dairylea 'Super Cool or Super Cheesy' competition and sign up to win prizes.

Results

The audio commercials have been heard by almost 500,000 unique listeners to date. Of all of those analysed, the most popular listening habit was Super Cheesy with 26.2% of users shamelessly embracing their inner Cher.