2012 Silver Best website or landing page

Client FRijj Milkshakes

How did the campaign make a difference? This work featured custom-built facial recognition technology that used your webcam to test your tolerance of the unexpected. When you LOL, you lose. With no on-pack driver or seeding spend, this achieved a 600% increase in traffic to FRijj.com, 84% of which were new visitors. Plus, there are 92,000 new Facebook fans and 3.1 million limited-edition bottles have been sold since launch.

What details of the strategy make this a winning entry? The strategy was to position the new FRijj flavours as the drinks for LOL time. Checking with kids made sure that the brand was entitled to do that – and it turned out that thanks to its heritage, it had the potential to make the audience LOL. However, the available budget made it impossible to create something half as funny as most of the things these kids are exposed to every day on the web. So the tactic was to harness the incredible fun already out there and associate it with FRijj products.

How did creativity bring the strategy to life? The new flavour range of Incredibles were positioned as unexpected flavours. This meant it was possible to serve kids with unexpected fun to prepare them for these unexpected drinks. A layer of magic made the work unique and distinctive. That’s how LOL you Lose was born. Custom-built facial recognition technology uses your webcam to test your tolerance of the unexpected. When you LOL, you lose. Then the game suggests a flavour based on the video you laughed at, and tells you where you'll find your nearest bottle.

Results A quarter of a million plays on FRijj.com and 64,000 new Facebook fans show that the FRijj brand is now associated with fun. With no on-pack driver or seeding spend, and a production budget of just 60,000, the programme has achieved: a quarter of a million plays to date; a 600% increase in traffic to FRijj.com (84% of which were new visitors); 92,000 new Facebook fans; a massive social media buzz, and hundreds of blog posts; and 3.1 million limited edition bottles sold since launch.

Team Joe Stamp, Tom Prendergast, Bill Adcock, Kim Taylor, James Vango, Tarik Fatihi