Category: Titanium and Integrated
Advertiser: KELLOGG'S
Product/Service: SPECIAL K
Agency: LEO BURNETT CHICAGO
Date of First Appearance: Dec 20 2010
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Mylene Pollock (Leo Burnett Chicago)
Digital Creative Director: Joe Bartolucci (Arc Worldwide Chicago)
Art Director/Designer: Jason McKean (Leo Burnett Chicago)
Design Director: Alisa Wolfson (Leo Burnett Chicago)
Art Director: Katharine Walker (Leo Burnett Chicago)
Copywriter: Julie Karnes (Leo Burnett Chicago)
Copywriter: Jane Koh (Leo Burnett Chicago)
Copywriter: Susan Treacy (Leo Burnett Chicago)
Illustrator: James Joyce
Illustrator: Nomoco
Agency Executive Producer: Tony Wallace (Leo Burnett Chicago)
Agency Producer: Tony Grossman (Arc Worldwide Chicago)
Agency Producer: Rod Wilson (Leo Burnett Chicago)
Agency Print Producer: Adine Becker (Leo Burnett Chicago)
Account Director: Jason Kim, Julie Howe (Leo Burnett Chicago)
Account Supervisor: Megan Land (Leo Burnett Chicago)
Account Manager: Shelley Willems (Leo Burnett Chicago)
Planner: Landi Day, Megan van Someran (Leo Burnett Chicago)
Creative Resource Manager: Angie Zier (Leo Burnett Chicago)
Media placement: Print Campaign - OK Magazine, Shape, US Weekly, Women's Health, Self, Health, Redbook, Good Housekeeping And More - 12 December 2010
Media placement: Outdoor Posters - Times Square, New York City - 20 December 2010
Media placement: Ambient Event - New York, Chicago And Los Angeles - 3 January 2011
Media placement: Social Media Site - Facebook - 3 January 2011
Media placement: E-Mails - Direct - 3 January 2011
Media placement: TV Spot - CBS, NBC, ABC And More - 2 February 2011
Describe the campaign/entry
When it comes to weight loss, women often feel overwhelmed by what they have to lose. Special K wanted to change that, so we changed the conversation about weight loss. Instead of focusing on the numbers on a scale, we asked women to think about what they might gain. We asked, "What Will You Gain, When You Lose?" We created a scale that focused on the positive emotions that come with reaching a goal instead of how many pounds women should lose. We then took our scale across the country and supported it on TV, online, print, OOH and social media. At every turn, we let women know that the Special K Challenge was here, and they could be successful by focusing on everything they have to gain.
Describe how the campaign/entry was launched across each channel in the order of implementation
Since 73% of women start diets on Mondays, we used the first Monday of the year to kick of our "What Will You Gain When You Lose" campaign. First, we set up a scale in the middle of Times Square and asked women to do the unthinkable – weigh themselves in public. Instead of a dreaded number though, our scale showed the feelings that come with reaching a goal, for instance joy and satisfaction. Thousands turned out in NYC, Chicago and LA, and even more women followed the Gain Tour on Facebook. Women could write their goals on specially designed boxes of Special K boxes and then upload their photo and goal to the Gain Gallery at SpecialK.com.
From inspirational TV and print to OOH and online, we challenged women everywhere to think less about what they wanted to lose and focus instead on everything they could gain.
Give some idea of how successful this campaign/entry was with both client and consumer
The campaign garnered more than 75.5 million impressions—exceeding our goal by 15 million and earning approximately 65 million more impressions than the year before. The Special K conversation continued online with Twitter and Facebook earning more than 1.4 million impressions though tweets and posts.
Online media placements quadrupled our initial impressions goal. In addition, TV delivered superior performance vs. the prior year, scoring above norm on ad recall, brand linkage, likeability and purchase intent. In the end, Special K increased sales by 1.0 share point versus yearly average despite a declining category, resulting in the highest share % in the brand’s history.