Bulla, Grey Melbourne and Hotcow join forces to bring Aussies home

Hotcow has been tasked to activate the experiential campaign ‘Bring ’em Home’ for Bulla Creamy Classics. The Australian ice cream brand is on the lookout for Aussie expats who have lost their accents amongst the buzz abroad and have something special waiting for them back home.

The Hotcow team will be out on the ground from 17 November with roaming teams in London and New York looking to reach as many home-sick Aussies as possible. A recording booth will also be set up at London Victoria Station for two days so that Aussies can record their videos and enter the competition.

The live campaign will be integrated with social media channels and participants will have to upload a 30-second story onto the competition page on Facebook (bringemhome.com.au) telling Bulla why they deserve to win a return trip home. Then it’s up to the public to vote and the four stories with the most votes will win a trip home. “It’s the stories that are important and the bond with home that count”, says George Poulos, senior product manager, Bulla Dairy Foods. “This idea lets us celebrate that feeling of home. We want to capture what home means to the thousands of individuals living miles apart. In the end, it’s all about the relationships that bring us together.”

At the conclusion of the campaign, the four winners’ journeys will be turned into a documentary celebrating these Australian homecomings and reunions.

Sally Durcan, managing director at Hotcow, says “We are really excited about working with Bulla and Grey on this campaign. I grew up with Bulla and it brings back very fond memories of home. I am certain that fellow Australians will get fully behind this campaign.”

Teresa Truda, digital producer at Grey Melbourne, says “This is a really exciting opportunity for both Bulla and Grey Melbourne and a concept we are really proud of. We’re thrilled to be able to connect people at home with their loved ones overseas.”