This year’s Field Marketing and Brand Experience Awards saw Sense win silver in the Most Effective Interruptive Experience category for our experiential campaign for Jacob’s.
The Jacob’s Cracker Crisps activation took inspiration from the brand’s Crackin’ TV ads, with Sense creating a giant singing and dancing packet of Jacob’s Cracker Crisps and placing it in commuter hotspots across the UK.
Targeting potential consumers on their way home and in groups, lip syncing to ‘Ride on Time’, the dancing pack broke the boredom of commuters’ routine with exaggerated dance moves and loosely choreographed steps performed by a team of dancers.
To distribute the product, Sense developed a reverse busking scenario offering consumers the opportunity to take a pack home and create a Crackin’ night in.
Some 650,000 samples were distributed, reaching 1,510,488 people across a nine-week tour.
What’s more, product awareness increased across new and existing customers.
In short, the campaign met and exceeded all of its objectives.
