Rice Krispies Squares needed to attract a lucrative new, but highly cynical, 16-24 year old audience who saw the brand as ‘for kids’.
As a time-rich but cash-poor group, we knew that money could provide a compelling reason to engage with the brand. Cue ‘Cash Calls’, a campaign that would offer them the chance to win £100 every hour.
But rather than a simple giveaway, by taking cues from the brand’s ‘It’s All Lies’ positioning, we offered buyers the chance to receive a live phone call from the bonkers Call Centre featured in the prevailing TV ad.
If they answered an outrageous ‘Truth or Lies’ question correctly on the call, the cash was theirs.
Cash Calls was Kellogg’s first ever truly integrated below-the-line campaign, supported by TV tags, digital & social media, in-store materials and experiential activity in key accounts.
The results, like the campaign, were beyond expectations: double digit growth, gains in wholesale, new convenience listings and 25% of the audience aware of the promotion, with word of mouth acting as a major awareness driver.