Title | CHARLES DICKENS |
Brand | KELLOGG'S |
Product/Service | RICE KRISPIE SQUARES |
Category |
A04. USE OF AMBIENT MEDIA: SMALL SCALE |
Entrant Company
|
LEO BURNETT LONDON, UNITED KINGDOM
|
Advertising Agency
|
LEO BURNETT LONDON, UNITED KINGDOM
|
Credits
Justin Tindall |
Leo Burnett London |
Executive Creative Director |
Don Bowen |
Leo Burnett London |
Creative Director |
Ben Gough |
Leo Burnett London |
Copywriter/Art Director |
Graeme Bowman |
Leo Burnett London |
Copywriter/Art Director |
Ed Richards |
Leo Burnett London |
Agency Account Director |
Caroline Voller |
Leo Burnett London |
Agency Account Director |
Results and Effectiveness
During this highly successful campaign brand awareness peaked and sales of Rice Krispies Squares increased by 31-52% - although it was during the annual Notting Hill Festival of Lies.
Creative Execution
We identified that the location most of our young audience would be thinking about buying a Squares bar is the humble newsagent, a particularly cluttered environment. So we used the outside of the stores to attract passers-by simply by placing special Rice Krispies Squares Blue Plaques. In the exact style as commemorative Blue Plaques found across Britain. However, each one had a humorous lie on them. Seamlessly tying-in with the wider print and TV campaign idea of ‘It’s All Lies – They’re Not Even Square’. This irreverent act tapped into the phyche of young people, putting our brand at the forefront of their hearts, minds and funnybones. Hitting exactly the right spot, in the right place, at the right time.
Insights, Strategy and the Idea
We wanted to increase awareness of Kellogg’s Rice Krispies Squares to 18-14 year olds. A difficult audience to reach, who would rather fill up on a chocolate bar, let alone remember Rice Krispies Squares, when it came to snack time.