YOUR AUDIENCE AREN’T WHO YOU THINK THEY ARE
Rice Krispies Squares needed to attract an older, more lucrative 16-24 year-old audience but research showed that they saw the brand as ‘for kids’. How can you even start to change perceptions in a cohort that think they know it all?
Client – Kellogg’s
Campaign – Cash Calls
Time rich and cash poor, there’s nothing square about money as a motivator for this audience. If we could deliver a little boost to the coffers in a way that felt both grown up and goofy, we could capture their imagination and interest.
‘Cash Calls’ offered the opportunity to win £100 every hour. But this was no simple prize draw mechanic; entrants were opting to receive a LIVE ‘truth or lies’ question direct from the ‘It’s All Lies’ Call Centre that featured in the ATL at the time. If they answered it correctly, the money was in their bank within 48 hours.
A fully integrated below-the-line campaign, targeting the audience in their fave hangout of choice – convenience stores – as well as gatekeeper mums in mults. TV tags, digital media, social media, in-store materials and experiential activity, in anything but square designs, achieved unprecedented cut-through IRL.
– Double-digit growth across single pack formats.
– Significant gains in wholesale, symbols and UK’s largest indie accounts.
– Convenience channel sales up 450%.
– Reached 25% of all 16 year olds through word of mouth alone.