案例库 · 广告与公关 · 市场决策 · 2024–2025
这条还没译成中文，下面是英文原文。
Export Ultra's Cold Call Back Service had Vanilla Ice phone you to save your beer.
Export Ultra built a utility, not an ad: text 'ICE ICE' and Vanilla Ice calls to stop your beer freezing in the Kiwi freezer.
Export Ultra
那一手
New Zealanders put beer in the freezer to chill it fast, then forget it, and it freezes or explodes. The brand could have run ads telling people to remember, which solves nothing because forgetting is the problem.
Export Ultra made forgetting the point. It launched a 'Cold Call Back Service': you put the beer in the freezer, text 'ICE ICE' to 423, and 34 minutes later Vanilla Ice calls to warn you to take it out before it blows.
This is old-school telemarketing turned into a service people volunteered for, and a brand utility that did the remembering its customers could not. The 'ice' pun and the celebrity built the shareability; the callback did the real job.
It generated over 234,000 calls and texts and 185 million impressions. Consideration rose from 39% to 62%, and while category sales fell 2%, Export Ultra sales rose 38% during the campaign.
为什么管用
- It solves the actual failure (forgetting), not a message about it
- A utility people opt into generates reach without chasing attention
- The celebrity's 'Ice Ice Baby' fame matches the ice problem exactly
- Humor turns a chore into something customers share voluntarily
可以搬走什么
When the obvious answer is to advertise a reminder, build the reminder. A utility that does the job, fronted by a fame matching the task, turns a chore into a shareable moment.
后来呢
The campaign earned six Cannes Lions shortlist nominations and converted into a Silver in Media Lions and a Bronze in PR Lions, plus a Spikes Grand Prix. It became a reference for turning a national annoyance into a brand service that lifts sales in a shrinking category.
资料来源
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