From Golden Gaytime to Bubble O’Bill, Streets’ ice creams are some of Australia’s most iconic frozen snacks, and for several years, they’ve been offering pun-tastic commentary on Australian life via the Talking Ice Creams platform. Tennis, cricket, the weather – whatever Aussies are talking about – Streets ice creams have been talking about it too.
Mango & DDB proposed a proactive, social media-led idea that took the Talking Ice Creams in a completely different direction: hijacking the world’s biggest music countdown and a cultural moment for Australia – Triple J’s Hottest 100.
Inspired by the countdown, Streets and Mango/DDB identified a creative and very ambitious way to pay tribute to the Hottest 100, by creating a countdown of their own: The Coolest 100.
As Triple J announced a song, Streets announced it in real time with a piece of creative specifically tailored to it. In a massive creative challenge over the course of eight hours, and against conventional Facebook practice, 100 bespoke pieces of Talking Ice Cream creative were posted to Streets’ Facebook page.
The countdown celebrated the artists and their songs, whilst at the same time raising money for the countdown’s charity partner, Lifeline. On a modest budget, the 100 organic posts were supported by five boosted posts and some street-posters placed in proximity to venues we knew were broadcasting the countdown.
Despite posting 200 times the recommended amount, the posts were more effective in driving both paid and organic reach than past content, delivering more than three million impressions, very positive engagement and raising $10,000 for Lifeline - enough to cover 250 calls for those in need.