14. Best Activity Generating Brand Volume

Best Activity Generating Brand Volume
2010
GLOBE
Campaign:
Agency:
Client:
7-UP : The Lemon Army
Mudramax, India
PepsiCo India
The Challenge:
Cricket is religion, as far as youth in South India are concerned. 7Up already had an existing
sponsorship deal with the Chennai Super Kings, the top team in the India Premier League (IPL)
Cricket Series. It was decided to leverage this deal to maximise the impact the campaign would
have on young cricketers.
7Up needed to recover market share in the South Indian state of Tamil Nadu, where its leadership
position in the youth segment had come under strong attack from other clear aerated drinks.
Best Activity Generating Brand Volume
2010
Agency Response:
The Agency created a new version of Cricket, themed around the number 7 and called 7Up Style
Cricket, viz
7 Players per team
7 Overs per innings
7 Balls per over
7 Runs per boundary
The 7Up style cricket had teams in 7 cities battling out in 7Up Style to be the 7Up Lemon Pattalam
(army) who would win a trip to South Africa to play a game against the Chennai Super Kings in the
India Premier League.
7Up Style was launched While the media went wild with the thought of a new cricketing format,
young cricketers came armed with their skills to the battle.
The Results:
•
32,354 young players registered
•
340 teams participated in the ‘Lemon Pattalam’ vs an expected 140 teams
•
7Up sold an unprecedented sales figure of 50 million cases for the first time ever!
The winning team had a blast in South Africa with the Chennai Super Kings. This year, 7Up
Lemon Pattalam II is ready to roll out across other cities.
Best Activity Generating Brand Volume
2010
Silver
Campaign:
Agency:
Client:
Doritos White Bag
BBDO / Proximity Canada
Frito Lay Canada
The Challenge:
Over the past several years the Doritos brand in Canada had seen a steady decline in share.
New flavour introductions weren’t achieving the same interest anymore.
Product innovation had been a key driver for Doritos, but with today’s youth, getting noticed
through a TV ad was no longer good enough to drive awareness and trial.
Best Activity Generating Brand Volume
2010
Doritos needed to look to new ways to engage teenage consumers on their own terms:
•
•
•
To regain saliency and engagement with loyal users.
To stem the declines and increase each of the measures.
To grow the trademark.
Agency Response:
It was time to blow up the old model and engage the target in more effective ways. The Agency
created a campaign that spoke to the core consumer, while at the same time creating something
so buzz-worthy that the whole country would talk about it.
Instead of just another “make our ad” campaign, the Agency gave them full control of everything.
They name the product. They create the advertising. And in return one entrant would win $25,000
and 1% of the flavour’s sales… forever.
The Agency created the first website that integrated the power of two of the web’s largest
properties, YouTube and Facebook. For the first time ever, all activity would be mirrored in real
time across any platform; the brand’s website Doritosguru.ca; the integration of Facebook
Connect, a customised Facebook contest application; and a YouTube channel – which became the
#1 most subscribed channel for YouTube in Canada.
The campaign was launched on the Super Bowl – the world’s biggest advertising stage – with
“Talking Toys”, a sport created in the creative team’s office with a handheld camera and a
webcam. We also had a You Tube homepage takeover on game day that used the same creative.
By the end of the day, the video had close to 100,000 hits.
The Results:
Results were off the charts. Over 4,000 submissions, 75,000 participants, 1.5 million unique
visitors, 14.5 million page views. Most importantly, sales doubled and Canadian teens fell in love
with a brand that they themselves created.
Best Activity Generating Brand Volume
2010
Bronze
Campaign:
Agency:
Client:
Hasbro Littlest Pet Shop My Collector Journal
Little & King Company, LLC, USA
Hasbro
The Challenge:
In the USA, the Littlest Pet Shop Brand faced strong competition from girls toys & a lack of store
display.
The brand was getting old. Reaching their core target (girls 7-9) & building upon a strong customer
base by adding a new product SKU, a Collector Journal, a Koala themed Journal for Spring and a
Elephant themed Journal for the Fall.
Best Activity Generating Brand Volume
2010
The Objectives of the Programme were to:
•
Increase sales & retail traffic.
•
Create brand awareness and build brand loyalty.
•
Drive collectability and continuity.
•
Create a product that can be sold globally, allowing countries to add/adapt the promotion if
desired.
Agency Response:
Girls spend a lot of time playing with and influencing friends, and are very loyal to the Littlest Pet
Shop brand.
By understanding their target audience, girls 7-9 years, and what they like to do, Hasbro built upon
this loyalty and leveraged a collectability strategy by offering 2 new Littlest Pet Shop Collector
Journals with a free Littlest Pet Shop pet at retail.
The Journal was a new product, allowing girls to add info about themselves, friends, favorites,
quizzes, games, etc.,
The Spring Collector Journal offered a Limited Edition Koala; and the Fall Journal, a limited edition
Elephant, by collecting stickers found on specially marked Littlest Pet Shop packages.
Girls showed the journal to their friends, and later, their Special Edition. The promotion became
viral in nature. Everyone wanted the Collector Journal to keep and collect stickers from more
Littlest Pet Shop pets and to receive the Special Edition Pets as well.
The Results:
US results: The umbrella Collector Journal product motivated kids to purchase both Collector
journals throughout the year, and collect stickers form participating LPS products (more sales) in
order to receive both the Koala and Elephant Limited Special Edition pets. Actual sales results are
confidential.
Global results: the concept was adapted in Australia, France, Poland, Russia, Spain, Portugal,
Holland, Norway, Japan, Latin America, Mexico, Canada, Nordic, Germany, Belgium, Hong Kong,
Italy, Brazil & Lithuania.