Wavemaker Brisbane, Elevencom and Perfection Fresh have teamed up to launch a new national campaign for Calypso Mangoes.
The media agency used its proprietary planning tool, CX Journey, to generate deep consumer behaviour insights and develop an audience-first approach to the media strategy and channel plan to craft a campaign that positions Calypso as the “must-have” mango of the season.
The campaign builds on its well-established brand identity by leveraging innovative media formats across Screens, Special Builds, OOH, Digital, Social, Search, and Partnerships, including a 3D OOH feature.
3D OOH will run across both QMS and Cartology and use anamorphic illusive design to transform OOH from a static display to a 3D experience to shoppers draw in and make Calypso the undeniable star of the fruit aisle.
Wavemaker Brisbane also has teamed up with oOh!Media to transform selected bus shelters into giant Calypso Mango boxes to capture attention and give Aussies a memorable commute.
The partnership also extends to a “Christmas with The Weekly” collaboration with Are Media’s The Australian Women’s Weekly, positioning Calypso Mangoes as the hero ingredient for Aussie Christmas recipes and celebrations.
“Embracing innovative formats like 3D OOH, custom builds, and content partnerships allows us to capture consumers’ attention and drive impact,” Imogen Speck, brand manager at Perfection Fresh, said.
“In collaboration with Wavemaker and Elevencom, we’ve brought the Calypso brand to life as an immersive 3D experience, whilst ensuring consistent use of distinctive assets, which is crucial for building and maintaining brand salience.
“This campaign underscores Perfection Fresh’s commitment to delivering perfection in both product quality and brand engagement, setting a high standard for excellence that consumers, retailers and growers can rely on to make each meal experience special with fresh, flavourful produce.”
Jane Sullivan, Wavemaker Brisbane managing director, added: “This campaign showcases Wavemaker Brisbane’s commitment to delivering innovative and impactful campaigns for our clients – and having fun while we do it. By amplifying the key sensory elements of Calypso Mangoes, we created a truly immersive experience across channels, setting the stage for a summer of mango indulgence.”
John McLachlan, director operations at Elevencom, said: “We’ve been developing creative for Calypso over many mango seasons, and it’s always a fun challenge coming up with new and engaging ways of communicating Calypso’s core proposition of irresistibility. We were thrilled to partner with the team to help create these eye-catching executions.”
The campaign runs until the end of January 2025.
Wavemaker Credits:
Jane Sullivan – Managing Director
Lily Nielsen – Managing Partner
Courtney McBryde – Group Business Director
Danielle Davies – Group Strategy Director
Eva Breda – Client Director
Lauren Richardson – Digital Director
Demi Groot – Digital Manager
Sophie Raftery – Associate Client Manager
Zoe Stanek – Associate Strategy Manager
Harriet Ryan – Client Coordinator
James Lever – Client Partner
Perfection Fresh Credits:
Luke Gibson – Chief Marketing and Innovation Officer
Kristie Emerson – Group Marketing Manager
Imogen Speck – Brand Manager
Elevencom Credits:
Dan Crocetti – Senior Art Director
Tim Arrowsmith – Senior Writer
Jono McCauley – Director Creative Strategy
Ryan Fallowfield – Director Creative & Branding
John McLachlan – Director Operations