Title | GRANDMA-TESTED GOODNESS |
Brand | FERRERO |
Product/Service | KINDER A COLAZIONE |
Category |
A01. Fast Moving Consumer Goods |
Entrant
|
VERBA (DDB GROUP ITALY) Milan, ITALY
|
Idea Creation
|
VERBA (DDB GROUP ITALY) Milan, ITALY
|
Production
|
INDIANA PRODUCTION COMPANY Milan, ITALY
|
Credits
Luca Cortesini |
Verba (DDB Group Italy) |
Executive Creative Director |
Michelangelo Cianciosi |
Verba (DDB Group Italy) |
Executive Creative Director |
Elsa Tomassetti |
Verba (DDB Group Italy) |
Senior Copywriter |
Domenico Prestopino |
Verba (DDB Group Italy) |
Senior Art Director |
Laura Fratini |
Verba (DDB Group Italy) |
Head of Digital Planning |
Barbara Damonte |
Verba (DDB Group Italy) |
Account Director |
Riccardo Calò |
Verba (DDB Group Italy) |
Account Manager |
Giacomo Boeri |
Indiana Productions |
Director |
Stefano Etter |
Indiana Productions |
DOP |
Karim Bartoletti |
Indiana Productions |
Executive Producer |
Martina Zambeletti |
Indiana Productions |
Producer |
The Campaign
Grandma-tested goodness. The top authorities on the subject of genuineness were called into action across Italy. So, a determined task force of real italian grandmas set off to inspect the factory where they make Kinder sweet snacks. They scoured every corner, checked the ingredients and asked the most inconvenient questions. They also made their remarks, gave a few tips and did some tasting too. Before handing down their final judgement.
Campaign Success
The grandmas’ adventures were posted on the Kinder website and social media channels (Facebook and YouTube) from October 21 to December 2, 2016. Starting with their being called into action across Italy and continuing with their journey to Kinder’s factory, their careful inspection and their final judgment. Their adventures were also aired as video banners and editorial projects, which were widely reported on by newspapers, food bloggers and influencers invited to meet and interview the grandmas right after their experience.
Describe the success of the promotion with both client and consumer including some quantifiable results
More than 6 million views, +40% Site traffic, 30% of Awareness.
Over 70 million Media impressions.
Perception of product quality +21%, Perception of overall genuineness +25%, Brand differentiation +26%, Intention to buy + 25%. (Compared to Ipsos Connect parameter, source: Ipsos Connect Dec 2016). Consideration: industry best in class. (Source: Google Brand Survey).
Explain why the method of promotion was most relevant to the product or service
We called into action the top authorities on the subject of genuineness in Italy: grandmas. For their grandchildren’s sake, they agreed to set off to check the way Kinder makes its prepackaged sweet snack. Through their experience, we managed to open the factory gates for all Italian parents and relatives, showing them how genuine Kinder products are. Reassuring not only those that already use the product, but most importantly the skeptical ones too.
All kids love prepackaged sweet snacks, but what about Italian parents and relatives? Social and digital listening showed that families were becoming more and more suspicious. To reassure them that Kinder sweet snacks were genuine, we couldn’t just say so, we needed to prove it. That’s why we decided to open Kinder’s factory doors to the most expert and demanding food creators ever: Italian grandmothers.