Advertiser: FONTERRA/TIP TOP
Agency: OMD
Category: Fast Moving Consumer Goods
Advertising campaign: KAPITI COUPLES MOVIES
Associate Trading Director: David Turner (OMD)
Deputy Trading Manager: Anna Laweson (OMD)
Strategy Director: Jacquie Pierson (OMD)
Marketing Manager: Craig Griffin (Fonterra / Tip Top)
Business Director: Lee-Ann Morris (OMD)
Senior Brand Manager: Natacha Clarke (Fonterra / Tip Top)
Account Executive: Teresa Van Dugteren (OMD)
Analytics Executive: Tianwae Pang (OMD)
Account Manager: Rhian Bedford (OMD/Fuse)
Group Sales Manager: James Stafford (Mediaworks)
Executive Creative Director: Lucien Law (Shine)
Group Marketing Manager: Minna Reinikkala (Fonterra / Tip Top)
Account Director: Posey Wall (Shine)
Account Manager: Abi Morris (OMD)
Creative Producer Integration: Cat Montford (Mediaworks)
Sponsorship Manager Integration: Helen Welch (Mediaworks)
Creative Director: Julian Andrew (Shine)
Interactive Project Manager: Kane Rutene (Mediaworks)
Strategy
How could we turn an ice cream perceived as being for special occasions only, into a regular treat without losing its ‘specialness’?The new, lower fat Passionfruit Yoghurt Kapiti was the permissible treat our Female 25-54 target were seeking. But to retain Kapiti’s specialness, we couldn’t shout about permissibility - it had to be implicit.Our guiding insight: eating ice cream is okay when your partner eats one too. He eliminates any guilt. Cementing Kapiti as a regular, permissible treat meant tapping into moments when couples were together. We’d also then sell two ice creams rather than one!We found that such moments were restricted to evenings when the kids had gone to bed, and that couples were looking for joint activities to spice up those house-bound weekends, like watching movies. The strategy: Kapiti spices-up couple moments on the couch by owning the 8-10pm momentThe idea: Kapiti Couples Movies
Execution
Attaching Kapiti to ‘couple time’ movies would make us more permissible and long-term allow us to stay current.Our target was likely to watch movies at home, so we executed the strategy through a 3 month TV3 partnership (free-to-air NZ channel). We enabled couples to vote for their preferred weekend movie and thanks to Kapiti, the most-voted for film aired on TV3 that coming Sunday night. Bringing couples their movie choice meant they would surely buy Kapiti to eat during the movie, with weekday promo spots serving to reinforce the idea of Kapiti as a regular treat.We enabled viewers to interact with both the movie and their partner through a movie quiz on the Kapiti Facebook page. Winning couples would go in the draw for DVD vouchers, while a TV3 bonus answer granted eligibility to win an indoor picnic set to spice up their couple time even further!
Effectiveness
Total Kapiti multipack sales increased 96% YOY during campaign period.Our ‘ever tried’ score increased 9 percentage points and Kapiti consideration increased 7 percentage points (both same period YOY).Passionfruit achieved 95% intended repeat purchase.We achieved the highest awareness and consideration of 9 Tip Top 2012 NPD launches.We got 31% more Female 35+ buyers and the average rate of purchase more than doubled YOY.Source: Colmar Brunton, Tip Top Sales Data