Blue Dragon, UK Oriental Food brand, is about to launch a campaign to drive trial and repeat amongst light and heavy users of the brand. The campaign uses Aurasma technology which enables consumers to use their smartphones to access twelve recipe videos.
The campaign, which is based around the proposition of ‘Inspiring Oriential Adventures’, is timed to coincide with the start of the Chinese New Year on 23 January – appropriately, 2012 is the Year of the Dragon. It is the first Blue Dragon work from Billington Cartmell, the integrated agency appointed to the brand last summer.
Billington Cartmell signed top Oriental chef Jeremy Pang, who runs London’s highly-rated Schoolof Wokcookery school, to front the campaign. The chef has created 12 recipe videos which explain the simple steps of cooking Oriental food at home. Through sophisticated Aurasma technology, consumers will be able to access the videos by holding their smartphone over one of the special promotional packs. The videos and written recipes will also be available to view on the Blue Dragon website – www.bluedragon.com
Pang also features in an instant-win on-pack promotion offering one of 25 Oriental Banquets (for eight people) or Masterclasses (for six people) hosted by Pang in winners’ homes, with all the food supplied by Blue Dragon.
The campaign includes a mail-in collector campaign featuring exclusive Blue Dragon bowls and spoons designed using the Blue Dragon ‘tapestry’ artwork. The campaign will run until the end of July and will be further underpinned by TV and press advertising created by JWT.
Billington Cartmell’s Consumer Brands MD, Alex Young explained: “We were briefed to inspire light and heavy users of the brand to use more Blue Dragon products more frequently. We identified two distinct user groups within this target market – ‘mid-week sauce stirrers’ and ‘short cut scratch cooks’ – who, while attitudinally similar, have different levels of culinary confidence. The ‘Inspiring Oriental Adventures’ campaign will resonate with both groups – and we are delighted to have Jeremy Pang as the face of Blue Dragon for this campaign.”
