| Title | THE SNITCHING MOMENT |
| Brand | LUDWIG SCHOKOLADE & CO. |
| Product/Service | SCHOGETTEN |
| Category |
A01. USE OF SCREENS IN A MEDIA CAMPAIGN |
|
Media Agency
|
INITIATIVE MEDIA Hamburg, GERMANY
|
|
Entrant Company
|
INITIATIVE MEDIA Hamburg, GERMANY
|
|
Media Agency 2
|
INITIATIVE MEDIA Hamburg, GERMANY
|
Credits
| Jörn Illing |
Initiative |
Unit Head Innovations |
| Lukas Brocks |
Initiative |
Innovations Executive |
| Felix Kleipoedszus |
Initiative |
Group Head Client Service |
| Klaus Laddey |
Initiative |
Executive Director |
| Kinga Slota |
IP Solutions |
Project Manager |
Results and Effectiveness
This media-first-solution for the German television market convinced the soap opera fans of the desire for Schogetten as the special creation scored + 12 % likeability (78 % “normal audience” vs. 90 % “Gute Zeiten…” audience).
But most importantly the twinkle-in-the-eye linkage of TVC and soap opera pushed purchase intention by 5 % as well as brand sympathy by 10 %.
Creative Execution
To place the existing TVC as close as possible to a daily soap opera and to stage the centerpiece – the „snitching moment“ – with high awareness and high reach we created a special ad never seen before on German television. We placed the TVC right after episodes of Germany’s most successful soap opera “Gute Zeiten – Schlechte Zeiten” within the so called pre-split-position: The TVC gets aired right after the last scene, that is before the stations commercial bumper, and is surrounded by a frame which usually includes program and station content. The moment the Schogetten bar is visible in the TVC our media-first-solution starts: One of the main actors appears next to the TVC inside the split-frame and reaches out of the frame into the existing spot – and snitches a piece of Schogetten. And while he is still chewing, the TVCs actor imitates the action.
Insights, Strategy and the Idea
After a lean period and by changing recipe and brand appearance chocolate brand Schogetten was successfully relaunched in 2013. The TVC staged the brands USP (single pieces that are perfect for sharing) humorously by showing people snitching pieces of chocolate. This communications centerpiece illustrates USP and desire for Schogetten, further stressed by the claim “Schoget it!” and worked extremely well. But despite high brand awareness (almost dead level to its competitors) Schogetten falls short in terms of brand preference. So this years’ task was to push brand likeability and purchase intention. We came to two insights regarding our target audience of adults 30-49y:
1. The audience of soap operas likes to eat chocolate above average (affinity 125) and
2. Schogetten is more popular amongst them (143) than the competitors (117, 104 & 86)
The idea: Use a soap opera star and stage the “snitching moment” on a higher level…