Effies
Australia
How Turning Bananas Into Passes Got People off their Asses
Agency
Thinkerbell
Client
Hort Innovation
Awards
Finalist
Food - Packaged and Fresh
Case Study
Not Available
Summary
With 87% household penetration, Australian Bananas needed to increase purchase frequency. The strategy? Unlocking new Category Entry Points with the Banana Pass - one banana gave people access to gyms across Australia. Following a successful pilot, Hort Innovation expanded the campaign into Banana Gym Pass 2.0 and Banana Swim Pass. Partnering with nearly 1,000 gyms and 70 pools, the initiative successfully drove the desired behaviour: buy a banana, burn its natural energy. The campaign delivered a $1.36 return for every marketing dollar invested.
Credits
| Adam Ferrier | Chief Tinker | Thinkerbell |
| Gerry Cyron | Executive Head Brand Thinker | Thinkerbell |
| Paul Swann | Chief Tinker | Thinkerbell |
| Phillippa Netolicky | General Manager | Thinkerbell |
| Liz Stephens | Head Thinker | Thinkerbell |
| Zac Goldberg | Head Tinker | Thinkerbell |
| Daniel Li | Lead Tinker | Thinkerbell |
| Mitch Taylor | Lead Tinker | Thinkerbell |
| Hilary O’Sullivan | Lead Thinker | Thinkerbell |
| Sam Saigal | Thinker | Thinkerbell |
| Callum Wells | Lead Media Thinker | Thinkerbell |
| Saynaree Oudomvilay | Head Thinker Earned | Thinkerbell |
| Caoimhe Daly | Lead Earned Thinker | Thinkerbell |
| Lauren Leonard | Lead Owned Thinker | Thinkerbell |
| Jamie Lane | Studio Manager | Thinkerbell |
| Luke Sikora | Lead Design Thinker | Thinkerbell |
| Thalan Cowlishaw | Design Thinker | Thinkerbell |
| Belinda Van Schaik | Head of Marketing | Thinkerbell |
| Emma Day | Senior Marketing Manager | Hort Innovation |
| Wendy Hubbard | Consumer Insights Manager | Hort Innovation |