Burton's Biscuits: DODGERS NO 1 [video]

Credits & Description:

Advertiser: BURTONS BISCUITS
Agency: VCCP
Category: Copywriting
Art Director: Andrew Aradipiotis (VCCP)
Account Director: Ed Maxwell (VCCP)
Account Manager: Laura Guilfoyle (VCCP)
Director: Roderick Fenske (Hungry Man)
Producer: Veronica Saez (Hungry Man)
Agency Producer: Larissa Miola (VCCP)
Creative Director: Mark Orbine (VCCP)
Creative Director: Craig Miller (VCCP)
Composer: Pete Diggins
Copywriter: Rob Ganguly (VCCP)
Planner: Simon Gregory (VCCP)
Campaign Description
In 2011 we created a cheeky troupe of characters for Jammie Dodgers – Jammie, Toffee and Choccie Dodger Monkeys. After a brilliant first year with Toffee, the focus in 2012 turned to Choccie.Our research showed us that the key to the heart of our mums and kids was getting them laughing together. They loved a Saturday night giggle with the likes of TV Burp, You’ve Been Framed and X Factor. So we made our very own comedy talent contest ...“Who will be Dodgers Number 1?”.We partnered with Britain’s Got Talent (BGT) and pitched our monkeys against each other in a song and dance war asking the public to vote for their favourite. Would Jammie warm hearts with his soft rock ditty “The Original”; or Toffee get feet tapping with his jazz in “Sticky Toffee”; or would Choccie blast through them all with his dubstep “Chocolate Bass Bomb”?
Effectiveness
Business Metrics (for judges’ eyes only)Successful launch of Choccie:•585k additional households added to the brand through Choccie with minimal cannibalisation (Kantar).•£517,000 choccie value sales (Kantar).•19% uplift in purchase consideration for Dodgers overall (Millward Brown).•Increase in Jammie and Toffee sales – the halo effect.Campaign Metrics•Over 30,000 votes.•Over 1m views.•#5 in NMA viral chart.•Numerous remix/mash ups of our content.•Trended twice in twitter (above Will.I.Am and Ant & Dec).•1 victorious Jammie Monkey!
Implementation
At the heart of the idea was an online hub that hosted each monkey’s music video with downloadable tracks, imagery and dance moves. Come to the site, watch the vids and vote for your favourite in a dynamic chart war (votes and ranking updated automatically).To drive traffic to the site we used a TV partnership with BGT where we introduced the competition, showed the music vids and announced the winner in the live BGT final over a period of two weeks of partnership with ITV.We used the music videos as VOD content and seeded them across various video sharing sites. We also re-skinned parts of BGT online alongside supporting banners and mobile placements (there is a large over-index for mobile/PC usage whilst BGT is live). Finally, we supported #dodgersnumber1 on twitter and used POS instore alongside promotional devices to continue the theme instore.