The site features the SMUF (Seriously Mixed Up Fruit) characters from the new branding campaign by creative agency, driven, which launched last week with TV advertising on Channel 4. Both introductions are part of Vimto’s £5 million rebrand to change brand perceptions among teenagers.
The new Vimto UK site includes:
- A monthly competition using UGC uploads to win Apple iPhones, Nintendo Wiis and bags of Vimto goodies.
- An introduction to the SMUF characters themselves – the strong but not-so-silent Raspberry, fast-talking, sporty Grape and cultured but mischievous Blackcurrant.
- Free games, screensavers and wallpapers.
- A zany take on Vimto’s latest products in the Pleasures page.
- A wacky account of the company’s history in the Time Travel log, including Silly Stuff like Vimto jam, the world’s largest pyramid of (Vimto) cans, and past and present TV adverts.
Richard Barrow, Account Director at Matmi, says the new site is only the start: “It’s been great fun bringing the SMUF characters to life online alongside the new TV advertising, and there are plenty of interactive elements and sticky content in the new website to start creating buzz about the new campaign. There’s more to follow – interactive branded games which we’ll seed to go viral, for example – and improved social touch points for the brand. Vimto already has a very loyal and fun-loving fan base online and we’re hoping to draw them directly into the campaign, as well as reach the online-savvy teen audience.”
Emma Hunt, senior brand manager at Vimto says: “The Seriously Mixed Up Fruit campaign gives us lots of creative scope to really excite the teenage audience. We’re keen to see how they’ll engage with the new website, particularly the UGC in the competition pages. The whole site has a mischievous, fun feel completely in keeping with Vimto’s heritage and personality.”
Vimto is running a monthly competition via the new website where participants upload their own photos and paste in the characters from the TV ad in the “daftest and most dastardly” way to crush them into Vimto. Every month, 10 winners walk off with a month’s free supply of Vimto, and at the end of 2009, the best of the monthly winners (as voted for by visitors to the website) will win 3 Apple iPhones, 5 Nintendo Wiis and 10 sets of Vimto goody bags between them.
Since 2001, Matmi (matmi.com) has pushed the boundaries to encourage brands to engage directly with consumers online. Its interactive branded entertainment has worked magic for the likes of ASDA, Comic Relief, Football Superstars, EMI (Lily Allen), ITV and Universal Music.
Matmi’s work has won recognition from the BIMAs, the Chip Shop Awards, DADI Awards, Green Awards, Eurobest and the Golden Awards of Montreux amongst others. MD and founder, Jeff Coghlan, has even been described as “one of the world’s leading digital minds”. See for yourself - experience our website.