| Title | #SHOOTTHECOOKIES |
| Brand | McVITIE'S |
| Product/Service | McVITIE'S BISCUITS |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
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FRED & FARID GROUP Paris, FRANCE
|
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Advertising Agency
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KIDS LOVE JETLAG Paris, FRANCE
|
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Production Company
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KILLDEATH PARIS, FRANCE
|
Credits
| Fred/Farid |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Chief Creative Officers |
| Marc Badinand/Laurent Toth |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Creative Director |
| Anna Gadecka |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Copywriter |
| Anna Gadecka/Souleman Diallo/Raphael Almazan |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Art Director |
| Yael Eligoulachvili |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Producer |
| William Mazaud |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Digital Artist |
| Isabelle Constant/Lennie Stern/Edith Chapin |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Account Director |
| Bao Tu Ngoc/Benjamin Bouzerau Bouzerau Levy |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Digital Producer |
| Julien Leveque |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Media Strategist |
| Thibaud Le Juge |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Community Manager |
The Brief
Since 1830 Mc Vitie’s makes delicious English biscuits but these last few years, the brand started to loose its iconic edge. The idea was to increase the brand notoriety by a non-conventional strategy. Besides the traditional Mc Vities target audience (adults from 35 to 49 years-old with children from 6 to 17 years-old), the digital campaign was aimed at potential new customers: urban young adults.
Describe how the promotion developed from concept to implementation
Focus on the double meaning of the word “cookie” referring at the same time to biscuits and also, to a web file. We created Shootthecookies: a browser extension that scans for all cookies on your computer, and deletes them with one simple click. The user has to choose among the list of every cookie he possessed on his computer and has to select the ones he wants to erase. This cookie war campaign can increase the brand notoriety, and the more cookies were destroyed, the more we talk about the operation and the brand. A retargeting banners plan with 4 different scenarios explaining how much cookies are bad and annoying led the user to the campaign website, ShootTheCookies.com.
Describe the success of the promotion with both client and consumer including some quantifiable results
More than 1 million cookies were destroyed in the first 12h, and 4 Million in the following days. With less than 15 K of investment, Shoot the Cookies get more than 5 Million in earned media, reaching thousands Twitter users and retweeted by influential users. #ShootTheCookies within 97% of agreement on social media, made the headlines of more than a hundred blogs among the most specialized and popular in France, but also in North America and Asia.
Explain why the method of promotion was most relevant to the product or service
At the dawn of the war for privacy, Internet cookies are the enemies. Indeed like a little vitual snitch, Internet cookies are used to collect all your personal data and transfer them without your knowledge. We are McVitie’s and we make delicious British biscuits… It’s natural for us to hate cookies in all their forms, so we wanted to crush them online helping people preserving their private life. That’s why #ShootTheCookies is so relevant for the brand: besides being an original and useful digital activation, it serves the DNA of the brand and, above all, it reassures in a subtle and humoristic way, the supremacy of English biscuits over American cookies.