The Fridge O-Doption Program
The Bottle-O
Issue 61 | January 2022
Agency
Dig
Creative Team
National Executive Creative Director David Joubert Chief Creative Officer Peter Cerny Senior Copywriter Owen Bryson Senior Art Director Anna Paine
Production Team
Digital Director Teresa Truda Photographer Zac Nairn
Other Credits
Group Account Director Andrew Grey Account Director Sarah Allan Stills Client General Manager, Marketing Josh Gaudry Senior Marketing Manager Jacqueline Ling Brand Manager Alyshia Conen Digital Brand Manager Rebecca Bradley
Date
November 2021
Background
The brief was to drive acquisition to Bottle- O’s mailing lists by incentivising people to sign up.
Idea
Instead of creating a random give-away of merchandise, the idea was to tap into a cultural truth in Australia. Old fridges and white goods were merely discarded to the side of the road when people bought new ones. Often there was nothing really wrong with them that a little repair and a little love couldn’t mend.
Abandoned fridges were collected and professionally serviced to be given second lives as wine fridges or beer fridges. Then, in collaboration with five well-known street artists, they were turned into one-of-a-kind collectibles.
To own one, Bottle-O customers had to apply for adopt a fridge and prove they would be responsible fridge owners. Each fridge was individually named with a short bio.
Results
Nearly 260,000 people reached with 23,074 link clicks at a CPC of AUD$0.37 against a benchmark of AUD$1.43.
Currently there have been 1600 applications. 70% of adopters have opted in for more information from Bottle-O.
Our Thoughts
As cookies continue to be eliminated online, marketers are going to have to acquire more first-party data of this sort with customers opting in to provide details of their addresses and preferences. But no-one will want to surrender their data to brands that don’t mean something to them, so trying to build brand affinity is becoming even more important. And it’s hard as a drinker not to feel some sort of rapport towards a brand that recycles old fridges, makes them beautiful and then offers them as talking points to (some of) its customers.
Useful, usable and delightful.