Category: Titanium and Integrated
Advertiser: FERRERO
Product/Service: TIC TAC
Agency: MERKLEY + PARTNERS
Executive Creative Director: Andy Hirsch (Merkley & Partners)
Creative Group Head/Copywriter: Eddie Van Bloem (Merkley & Partners)
Creative Group Head/Art Director: Saks Afridi (Merkley & Partners)
Copywriter: Amanda Cornwell (Merkley & Partners)
Art Director: Katie Willmann (Merkley & Partners)
Designer: Yoni Kim (Merkley & Partners)
Designer: Alex Gross (Merkley & Partners)
Copywriter: Chris Schifando (Merkley & Partners)
Copywriter: Austin Hamilton (Merkley/Partners)
Art Director: Jessica Giles (Merkley & Partners)
Producer: Donovan Green (Merkley & Partners)
Producer: Chris Moroukian (Merkley & Partners)
Group Account Director: Diane Hernandez (Merkley & Partners)
Account Supervisor: Lauren Goetzman (Merkley & Partners)
Account Coordinator: Tibby Iz (Merkley & Partners)
Digital Group Production Director: Mathilde Benington (Merkley & Partners)
Digital Group Account Director: Jennifer Cimmino (Merkley & Partners)
Art Buyer: Bev Don (Merkley & Partners)
Art Buyer: Tamara Lund (Merkley & Partners)
Programmer: (Total Immersion)
Media placement: Out Of Home - 4 Spots - Chicago, Los Angeles, Atlanta, New York City - 6 February 2012
Media placement: Print - 4 Spots - U.S. National Publication - 6 February 2012
Media placement: TV - 2 Spots - U.S. National Broadcast - 6 February 2012
Media placement: Coaster - 1 Coaster - Chicago, Los Angeles, Atlanta, New York City - 6 February 2012
Media placement: Mobile App - U.S. Google Play, U.S. ITunes - 6 February 2012
Media placement: Billboard - 3 Billboards - New York City - 12 February 2012
Describe the campaign/entry
The Tic Tac 'Shake It Up' campaign took basic human truths and asked people to shake them up. The ads ran on TV, magazine, outdoor, wild postings, online and mobile. Each ad pointed out a 'mundane fact' about human behaviour and encouraged people to shake it up.
The ads told you to download the Tic Tac Viewr app, which, among other things, enabled you to interact with the ads and boxes of Tic Tacs in an Augmented Reality experience.
Describe how the campaign/entry was launched across each channel in the order of implementation
For example, a print ad that stated '84% of people sleep on the same side of the bed' gave you an augmented reality game, where you had to roll a sleeping man from one side of the bed to the other to avoid falling objects.
A 3-D Augmented Reality beaver that popped out of a bar coaster gave you new pick-up lines. A 3-tiered billboard in Times Square gave you personalised ads with your picture, gender and name on it via Facebook Connect. Augmented reality games that encouraged you to shake up the way you sleep, kiss and think about games.
Tic Tac packs themselves were also part of the campaign: Scanning them gave you Tic Tac Tibby, an augmented reality game, the goal of which was to shoot Tic Tacs into Tibby’s mouth.
Give some idea of how successful this campaign/entry was with both client and consumer
All the ads could also be found on Tic Tac USA’s Facebook page; demos and videos could be found on YouTube; and you could share everything with your friends.
The app was downloaded over 11,000 times (11x the average branded app) and was played with, on average, for over 10 minutes. The campaign generated more than 250,000 new Facebook fans and the marketing mix helped deliver a 9% increase in sales, compared to the same period a year ago. All in the first 2 months.