The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.
This innovation initially came to life when…
This innovation came to life after a discussion with a friend who owned an Ice manufacturing and distribution business in Adelaide. I noticed there was a blank space on one side of the bag and asked him why he didn’t sell the space off to advertisers. We also discussed the vast opportunities due to his distribution network into all supermarkets and convenience stores. From this we looked at potential markets and agreed to trial the concept through his business.
WHAT & HOW
The purpose of this innovation is to…
As an ambient media it helps reinforce other forms of media / its visual display and emotional value at the time of purchase. / Top of mind awareness and reinforcement of product or message
It does this by…
The ice bags are distributed to all major Service stations, Bottle shops and Supermarkets. Whether it is a brand message, competition, product launch, awareness campaign or redemption offer, the medium is perfect to target a broad cross-section of the community (one on one) and at a time when they are in a relaxed and casual mood.
PURPOSE & BENEFITS
This innovation improves on what came before because…
There is no other Ambient media product competing as far as we know at the point of distribution, storage boxes etc.
Its various benefits to the customer/end-user include…
Ice bags offer a perfect alternative to direct mail or other forms of ambient media. You’re not competing for space in the letterbox as your ad will be the only message on the Ice bag other than the distributor branding.
COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Picking up a bag of ice from the Service station, Bottle shop or Supermarket is an Australian tradition. Packaged ice is a companion product purchased to cool drinks for most social functions. Almost every person purchases packaged ice at some time throughout the year for an outdoor social activity.
Its predecessors/competitors include…
All other forms of ambient media, but we see this as an additional product to be added into the mix of an overall campaign.
TARGET MARKET
It is made for…
Over 40 million ice bags are sold nationally per annum creating a huge untapped advertising medium. Almost every person purchases packaged ice at some time throughout the year for an outdoor social activity.
DISTRIBUTION STRATEGY
It is available for sale through…
IM in association with all major ice bag distributors around the country can offer a national distribution network covering all major capital cities and regional areas. Bags are distributed and sold at all major Service stations, Bottle shops and Supermarkets.
Our marketing strategy is to…
We are already talking to Federal and State Governments to add this into their future Drink & Drive Campaigns. We have also spoken to major breweries and Soft Drinks and Food distribution businesses.
SUPPORTING IMAGES AND/OR VIDEO
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To check out the Anthill SMART 100 Readers’ Choice winner for 2010, click here.
