Oasis Goes Quackers As Rubberduckzilla, The Giant Rubber Duck That Doesn't Like Water Hits Screens

THE NEW INTEGRATED CAMPAIGN FROM OASIS FOR '09

RubberDuckZilla,  a giant, rubber duck that doesn't like water, hits screens this week as 'Oasis' launches its new integrated campaign to engage with its 20 something audience.  This latest ad in the 'for people who don't like water' series, follows on from the American road movie genre that inspired the brand in 2008.  Taking its cue from classic Monster Island movies, such as 'Godzilla' and 'King Kong', we see RubberDuckZilla storm through a Japanese city destroying everything related to water (other than drinking water itself) in his battle to promote variety and the freedom to choose tastier drinks.

The campaign introduces the audience to RubberDuckZilla via a Hollywood blockbuster style ad, created by Mother and directed by award winning Hollywood director Joseph Khan, creator of hit film 'Torque' and music videos including the MTV award winning 'Toxic' for Britney Spears. Joseph has worked his magic as he tells the tongue in cheek story of a power struggle in society - the freedom to choose more interesting and tasty drinks (e.g. 'Oasis' represented by RubberDuckZilla and two Japanese students) versus less interesting drinks (represented by the university Dean and the volleyball coach).  RubberDuckZilla dramatically appears when he feels the students' freedom of choice is being prevented and he demonstrates his disapproval by destroying water related objects.  The ad ends on a high with the students riding off into the sunset with RubberDuckZilla as they all enjoy some 'Oasis'.

Using a 360° approach, the talkability of the campaign is then developed, putting the story into context and giving the audience regular, exciting, new content via a dedicated website and strategic media partnerships with The Sun, Zoo and Empire. The ad will be available to preview online from 4th May, and will be first aired during Hollyoaks on Channel 4 on 18th May. The campaign will be enhanced by outdoor and print advertising and a comprehensive PR programme, all designed to encourage discovery and conversation amongst the 20-something audience.

Much of the additional content will be made available at www.rubberduckzilla.com, created by top digital agency Poke.  In addition to the TV ad the site will host an array of interactive experiences, including brand new video games designed by Rex Crowley (creator of Little Big Planet). The games use pioneering new technology, 'augmented reality' (AR) which allows the player to become a character within a computer game (in this case RubberDuckZilla himself).  In a media first, The Sun's front page will be brought to life online through the use of AR.   

Cathryn Sleight, Marketing Director for Coca-Cola Great Britain, says: "RubberDuckZilla is the latest incarnation of the 'for people who don't like water' positioning, which has successfully driven the brand forward for the last three years. We've created a visually striking campaign and used pioneering augmented reality technology to engage with our 20-something audience, offering them something truly innovative and exciting. The multi channel approach of the campaign, comprising digital, outdoor and targeted media partnerships, has been designed to drive standout for Oasis in this competitive segment.  The campaign features everything from a 100ft rubber duck to retro games and The Sun front page coming to life and a Manga style comic - it truly is a campaign with a difference and it will really get the target audience talking".

Ends

For further information please contact:

Jessica Silver, Lexis PR, 020 7908 6545, jsilver@lexispr.com

Paul McCaffery, Lexis PR, 020 7908 6479, pmccaffery@lexispr.com

'Oasis' is a registered trademark of Atlantic Industries

Notes to Editors

• The campaign will be supported by a 'free for every reader' offer with The Sun and extensive outdoor advertising
• The agencies involved in the campaign are Mother (creative), Poke (digital), Vizeum (Media) and SiX (PR)