2011 IAB Awards | Direct Response & Lead Generation Winner

Lick-A-Prize 2010/11
Agency: Deepend
Client: Unilever – Streets Paddlepop

The campaign strategy was to provide a range of features to engage kids with the Paddlepop brand and with their potential prizes. Through special 'unlocks' the kids were rewarded for interacting with these features encouraging them to continually engage throughout the six month campaign.

The 2010/11 campaign was the most Lick-A-Prize ever. It surpassed each of the ambitious targets with 2.6 million sticks entered into the site (+46%), 748,954 visits to the site (+72.9%), 4.25 pages per visit (+54.75%), 3.1 million pageviews (+167.66%) and 15.19 min average time per visit (+70.19%).

Judges' Comments
"This was a brilliant problem to solve. The sheer bravery was impressive and the longevity was fabulous. The client's bravery to take it all offline in one year was also fantastic."

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