So, Poplock10, these sound like good material. I’m listing it as a lead because I hope others find both of these. I’ll look if I can, too. Good luck!
EDIT: This looks related? The article is from a June 2005 newspaper http://www.freetv.com.au/newsltr/05_07/story02.html
Case Study: Nothing beats Free TV for Streets
StreetsThe latest advertising campaign by Streets ice cream has come about as a direct response to a branding quandary: Although Streets is a long-standing Australian ice cream brand that everyone is familiar with, too many consumers simply associated the Streets heart logo outside a shop, with the availability of ice cream inside.
Streets General Manager of Marketing & Development, David McNeil: “What not many people knew was what brands Streets made. So when they drove by a shop with a big heart sign for Streets on the outside of it - all they knew was that ice cream could be bought there. Instead we want people to see the Streets heart and know they can get a Streets Magnum or Streets Paddle Pop.”
To bring about this change, Streets decided to create a series of upbeat TV executions focused on the Streets beating heart logo. Mr McNeil said television was the best medium for the job. “It (Free TV) gave us broad reach quickly; second - it is multi-sensorial in nature so we could communicate ‘fun’ more effectively; third - it allowed us to get all four of our brands out to the consumer simultaneously.”
McCann Erickson formulated six TVCs with the Streets heart brought front and centre in spots focusing on each of their key brands; Streets Magnum, Streets Paddle Pop, Streets Cornetto and Streets Blue Ribbon ice cream. The television ads were launched at the end of February. “Additionally on all our point of sale and new product outdoor advertising we are using the campaign-signature 'Nothing Beats Streets’.” Mr McNeil said that as a result of television’s central role in the campaign, Streets would be spending more of its 2005 advertising dollar on Free TV.
The commercials also deliver on the intention of Streets to create a sense of fun, with humour and light-hearted satire employed to deliver the message. In every ad the final scene sees the Streets heart appear over the central character and then fill the screen.
“Australians are more stressed than ever,” Mr McNeil said. “The campaign aims to portray the fun side of life and how Streets helps people get more out of life.”
Mr McNeill said it’s too early to discuss the results of the campaign, but they are tracking the campaign’s effectiveness.
It seems one thing is clear: when it comes to brand-building, nothing beats Free TV.
Nothing Beats Streets - Creative: McCann Erickson Media Buying: Universal McCann