Adaily Inspiration Week #29: Extreme product tests
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 3,500+ database of winning campaigns.
For this week we chose extreme product test campaigns. Below you can find our 5 picks, but if you want to see more case studies just click » HERE «
1. “Blind Taste Test” - Liquid Death
Liquid Death did 'The Liquid Death Blind Taste Test' campaign using a blind taste test against expensive, premium liquids to showcase its new flavours and prove their superiority.
Hey Wonderful Los Angeles • 2022 • Water • United States • North America
Challenge
The challenge of the Liquid Death Blind Taste Test campaign was to showcase the superiority of Liquid Death's new flavours by pitting them against expensive, premium liquids in blind taste tests. The goal was to surprise and shock consumers by revealing that all 17 participants chose Liquid Death over the alternative luxurious liquids. The campaign aimed to highlight the naturally sweetened, interestingly flavored sparkling water as a healthier and more enjoyable alternative to both bland zero-calorie options and unhealthy soft drinks. Additionally, the campaign promoted Liquid Death's #DeathToPlastic initiative, which donates a portion of proceeds to charitable causes that provide safe drinking water to communities and clean up plastic garbage in the ocean.
Target Group
The target group of the Liquid Death Blind Taste Test campaign is not explicitly mentioned in the provided information. However, it can be inferred that the campaign targets consumers who are interested in trying new and unique beverages, as well as those who are health-conscious and looking for alternatives to sugary soft drinks. Additionally, the campaign's focus on the #DeathToPlastic initiative suggests an appeal to environmentally conscious individuals.
Idea
The main idea of the campaign was to conduct a blind taste test featuring Liquid Death's new flavours against expensive and premium liquids. The goal was to showcase that consumers preferred Liquid Death over the alternatives, highlighting the taste and quality of the brand's products. The campaign aimed to draw attention to the unique flavours of Liquid Death and position it as a desirable choice in the beverage market. Additionally, the campaign emphasized the brand's commitment to sustainability and social responsibility through its #DeathToPlastic initiative.
Results
In the Liquid Death Blind Taste Test campaign, participants were asked to compare the taste of Liquid Death's new flavors with expensive premium liquids such as Beluga Caviar, Imported Squid Ink, Liquified Wagyu Cheeseburger, and Lobster Bearnaise Sauce. Out of the 17 participants, all of them chose Liquid Death over the alternative options. This result surprised the taste testers and showcased the appeal of Liquid Death's flavors.
Links
2. “Heatsuit” - Domino's Pizza
Domino's did a Heatsuit marketing campaign using re-engineered Heat-Wave-Tech delivery bags.
One Green Bean London • 2024 • QSR • United Kingdom • Europe
Challenge
The challenge of this campaign was to create a headline-grabbing brand activation with big personality and cultural relevancy during a typically quiet purchasing month. The goal was to capture the nation's attention, increase consideration, and deliver a spike in sales for Domino's in January, a month known for low consumer spending. The campaign aimed to leverage the British obsession with winter weather and the national tendency to complain about the cold, turning the Domino's Heat-Wave-Tech delivery bag into a unique and attention-grabbing Heatsuit apparel to address this challenge.
Target Group
The target group of this campaign was a wide UK audience, including Gen Z, pizza-loving parents, and grandparents. The goal was to appeal to a diverse demographic and capture the attention of various age groups within the UK population.
Idea
The main idea of this campaign was to re-engineer Domino's Heat-Wave-Tech delivery bags into the Domino's Heatsuit, a head-to-toe apparel designed to keep people warm during the cold British winter. The campaign aimed to leverage the British obsession with discussing the weather and create a unique, attention-grabbing brand activation with cultural relevance. By highlighting the technical superiority of Domino's Heat-Wave-Tech delivery bags and translating it into wearable merch, the campaign sought to increase brand consideration, capture national attention, and drive a spike in sales during a typically slow purchasing month.
Results
The Domino’s Heatsuit campaign achieved significant results, including coverage in every target national and regional title across the UK, as well as on Sky News and ITV news. The campaign generated over 200 editorial media hits, reaching a total of over 651 million people. Additionally, the coverage included key brand messages in 98% of the content and branded visual imagery in 99% of the coverage. Notably, the campaign led to an 18% uplift in orders in January 2024, directly attributed to the activation. The total client investment for the campaign was £35,130, with £20,130 allocated to hard costs and £15,000 for the agency fee.
Links
3. “Nastiest Test” - Bialcohol
Bialcohol did The Nastiest Test using a potato chip from a stranger's dirty hand to prove the efficiency of their alcohol gel.
Santo Buenos Aires • 2019 • Cleaning • Argentina • LATAM
Challenge
The challenge of this campaign was to prove the efficiency of Bialcohol gel as a hand sanitizer through a unique and attention-grabbing test. The Brand Manager of the company volunteered to undergo The Nastiest Test, which involved eating a potato chip from a stranger's dirty hand after they had applied the product. The campaign aimed to showcase the product's ability to effectively kill germs and provide a high level of cleanliness. Without a script to follow, the Brand Manager faced various stages of the test, ultimately demonstrating the effectiveness of Bialcohol gel in a challenging situation.
Target Group
The target group of this campaign was likely adults who are concerned about germs and cleanliness, and who are potential consumers of hand sanitizers like Bialcohol gel.
Idea
The main idea of this campaign was to demonstrate the effectiveness of Bialcohol alcohol gel by subjecting the Brand Manager to The Nastiest Test. The test involved her eating a potato chip from a stranger's dirty hand, after they applied Bialcohol gel. The purpose was to showcase the product's ability to remove germs and keep the user protected even in extreme, unhygienic situations.
Results
The results of the campaign were highly successful. The documentary film showcasing the Brand Manager's participation in "The Nastiest Test" generated a lot of attention and engagement from the audience. It effectively showcased the efficiency of Bialcohol gel in a powerful and memorable way. The Brand Manager's bravery and willingness to undergo various stages of the test without any prior knowledge or script added a sense of authenticity to the campaign. The film resonated with viewers with 10 million views in first week, highlighting the product's ability to effectively kill germs and bacteria, even in challenging situations. Overall, the campaign helped to increase brand awareness by 35% and solidify Bialcohol's reputation as a reliable and effective alcohol gel brand.
Links
4. “iTest” - Samsung
Samsung did a marketing campaign called Samsung iTest using Apple's devices to showcase the features and functionality of the Samsung operating system.
DDB Aotearoa New Zealand • 2022 • Smartphone • New Zealand • Oceania
Challenge
The challenge of this campaign was to overcome the barriers of users' hesitation and fear of switching from Apple to Samsung by showcasing the user-friendly features of the Samsung operating system. The goal was to demonstrate that the Android system is not as foreign or difficult to use as perceived by iPhone users. The campaign aimed to create a fun and informative experience through the Samsung iTest web app, allowing iPhone users to explore and interact with the Samsung features and interface. The challenge was to effectively advertise and reach out to iPhone users who were considering a new phone and convince them to give Samsung a try.
Target Group
The target group of the Samsung iTest campaign was iPhone users who were considering purchasing a new phone and were hesitant to switch to Samsung due to unfamiliarity with the Android operating system.
Idea
The main idea of this campaign was to address the barrier of unfamiliarity with the Samsung operating system for iPhone users by allowing them to test drive the Samsung experience on their existing devices. The campaign aimed to showcase the features and functionality of Samsung phones in a fun and informative way, ultimately encouraging users to consider switching to Samsung. The campaign was implemented as a web app to bypass the limitations of the App Store, and targeted potential customers through various advertising channels. The campaign has been successful so far, with over 12 million iPhone users participating in the Samsung iTest experience.
Results
The campaign, called Samsung iTest, aimed to address the barrier of iPhone users' fear of switching to the Android operating system. By putting the Samsung operating system onto iPhone devices, the campaign allowed users to experience the features and functionality of Samsung phones firsthand. The iTest web app provided a guided tour and interactive experiences, showcasing Samsung's best features. The campaign has been successful in reaching its target audience, with over 12 million iPhone users test driving a Samsung phone through the iTest web app. The numbers continue to grow as more users engage with the campaign. The success of the campaign indicates a significant interest from iPhone users in exploring the Samsung ecosystem and potentially considering a switch to Samsung devices.
Links
5. “The No Showroom” - Volkswagen
Volkswagen did a scavenger hunt campaign using a remote showroom in Sweden to promote their winter-adjusted Passat Alltrack car.
PHD Stockholm • 2021 • Cars • Sweden • Europe
Challenge
The challenge of this campaign was to showcase the winter-adjusted features of the Volkswagen Passat Alltrack and drive consideration and sales in Sweden. The campaign also aimed to activate Volkswagen's sponsorship of the Swedish National cross-country Ski Team. Additionally, the campaign needed to engage and involve the target audience in a scavenger hunt to find the car and generate conversation about the brand.
Target Group
The target group of this campaign was the Swedish population, specifically those interested in purchasing a winter-adjusted car and those who follow the Swedish National cross-country Ski Team.
Idea
The main idea of the campaign was to showcase the winter-adjusted features of the Volkswagen Passat Alltrack and drive consideration and sales for Volkswagen's winter range of cars in Sweden. This was done by launching a scavenger hunt competition, where participants had to find the remote showroom containing a Passat Alltrack, with the first person to find it winning the car. The campaign used various media channels and formats to deliver clues and engage the audience in the hunt, promoting the car's capabilities and generating conversation and interest in the brand.
Results
The campaign achieved significant results for Volkswagen in Sweden. During the campaign period, Volkswagen became the number one most-sold car brand in Sweden. The campaign also led to a significant increase in price quotes and test drives at dealerships, with a boost of over 60%. Volkswagen's Instagram account saw a 60.1% increase in followers, indicating high engagement and interest in the campaign. Additionally, Volkswagen became the most talked-about car brand online, generating significant buzz and conversation. The campaign successfully drove traffic to the website, with a remarkable 669% increase in visits to the four-wheel-drive car models section. Finally, Passat Alltrack sales experienced a 22% uplift during the campaign period, demonstrating the effectiveness of the campaign in driving consideration and sales.
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