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Proximity London developed an integrated campaign to support the launch of Dolmio's 'Do it like Dolmio' competition, a nationwide search to find the country's best impressionist of the famous Dolmio puppets. Activity includes TV, press, online and social media activity and offers the chance to appear on primetime national TV.
Brief
Proximity London was tasked with raising Dolmio's profile with the public and getting more consumers to engage with the brand.
Strategy
In order to capture the imagination of the British public Proximity London suggested launching a competition playing on Dolmio's nationally recognised puppets, Mama, Papa, Carlo, Sophia and Nina.
Execution
The competition took the form of a nationwide search to find the country's best impressionist of the famous Dolmio puppets. The 'Do it like Dolmio' competition invites the British public to emulate the puppets to be in with a chance to been seen on primetime national TV. This competition is the first time in its history that Dolmio has involved the public in its ad campaign.
The integrated campaign includes TV, press, online and social media elements. Additionally Proximity London developed a dedicated microsite, www.doitlikedolmio.com, which gives consumers the chance to upload their impressions, plus access to specially developed recipes such as Dolmio Moussaka and Spicy Tomato Beef & Noodles.
Families can upload their videos via the site or on a specially developed Youtube channel, and once posted, the general public will have the opportunity to vote for their favourite video. People can also visit the campaign's dedicated Facebook page, also developed by Proximity London, to find out more about the campaign.
The campaign launched on Saturday 16th October and is fronted by celebrity impressionist Jon Culshaw who joins Papa Dolmio on TV - the first time ever a person has featured with the puppets. The competition will culminate with the top three impressionists being shown on national TV on the 20th November and the entrant with the most votes winning a holiday for four people.
Consumers can choose to mimic Mama, Papa, Carlo, Sophia, Nina, or can impersonate the whole family.
For more information on how to 'Do it like Dolmio', recipe inspiration and top tips on creating winning impersonations, consumers can visit Doitlikedolmio.com.
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