ChookTracker

Gold 2013
BCM Partnership
Sunny Queen Farms
Free Range Eggs

http://theportfolio.com.au/chooktracker/

Advertising Agency BCM Partnership
Creative Director Steve Mair
Copywriter Jeff Smith
Agency Producer Shane Ford
Account Service Paul Cornwell, Lisa Neighbour, Rebecca Fitzgerald
Client Marketing Manager Julie Proctor
Production Company BCM Partnership
Director Richard Wang
Producer Shane Ford
Cinematographer Richard Wang
Post Production House BCM Partnership
Finished Artist Chris Symons, Dwayne Smith
Front End Designer Aaron Lepik
Developer Aaron Lepik
Back End Developer Andrew Smith

Entry ID 1765

The ChookTracker™ campaign was a world-first webcam/GPS experience designed to prove that Sunny Queen free range hens are genuinely free range.

It was a fully integrated campaign that stretched across digital, print and outdoor media.

This revolutionary campaign centred on a real Sunny Queen free range hen named Dotty which was fitted with a GPS tracker. The actual data, obtained from the hen’s ranging, featured in the creative.

An ‘Eggumentary’ video telling Dotty’s story was housed on the Sunny Queen microsite. QR codes on print, outdoor and Sunny Queen Free Range Egg cartons directed consumers to the ‘Eggumentary.’

Outdoor was used outside of supermarkets. Sound activated Shop-A-Lites emitted the sound of chooks clucking when people walked by.

ChookTracker™ was a huge success. During the campaign Sunny Queen’s national market share grew by 16%.

Dotty continues to roam freely on her farm just outside of Pittsworth, Queensland.