Advertiser: TESCO VENTURE BRANDS
Agency: ARENA MEDIA
Category: Fast Moving Consumer Goods
Senior Planner/Buyer: Adam Hancox (Arena Media)
Senior Press Planner/Buyer: Daniel Booth (Arena Media)
Client Services Director: Laura Braithwaite (Arena Media)
Effectiveness
- A 600% increase in brand awareness, 240% increase in trial, 21% of Sun readers more likely to purchase in the future- A positive shift in all brand perceptions, “good for sharing” 50% increase and “perfect for watching football” 80% increase- A media first! The first advertiser to run a cut out mask- Coverage within marketing and retail trade press- Over £76k in negotiated media value, including a £10k research project
Execution
We pitted a real Llama against football pundit Chris Kamara to predict the Euro results. We filmed Llama exercising his super powers and picking the winner between the two competing shirts from the Llama’s Park. Working with 'The Sun' we turned Llama into a celebrity. We gave away Llama masks for the first Euro game and we had a draw for a 3D TV for people who uploaded their photos with the mask to watch Euro on. We announced Llama’s predictions in 'The Sun', with online videos in 'The Sun', Facebook and YouTube. To remind everyone to grab the snacks we had outdoor near Tesco stores to get consumers to purchase “Llama’s” snacks. People shared Llama’s comments on Facebook and Twitter, made their own predictions of the results, and their comments on the videos generating buzz for the brand.
Strategy
We had to launch a new category of snack that people can only buy at Tesco. It is called “Llama’s”, an animal with a mission: to rid the world of boring snacks.The snack is designed for that holy moment when you are sitting in front of the telly with your mates … to see a glorious football match … the glorious European Cup … for the greater glory of your country and of footballing culture. But, how do we get a man that is planning to buy the kit of pre-match essentials to go straight to the biscuit aisle and include Llama’s in his shopping list? We brought Llama’s alive as an irreverent character with an edgy and insightful attitude and even more: the world’s most knowledgeable animal about football!