Kruger Products: THE CHAI LATTE DANCE CONTEST

Credits & Description:

Advertiser: KRÜGER
Agency: INITIATIVE MEDIA
Category: Best Use of Branded Content & Sponsorship
Advertising campaign: THE CHAI LATTE DANCE CONTEST
Project Manager: Anett-Yvonne Schindler (IP Deutschland)
Project Manager: Angela Koch (IP Solutions)
Product Manager: Annika Grimberg (Krüger )
Sales Manager: Mandy Kelmes (IP Deutschland)
Client Service: Felix Kleipoedszus (Initiative Media )
Unit Head Innovations: Jörn Illing (Initiative Media )
Project Manager: Mikey Klein (RTL Creation)
Product Manager: Christoph Opladen (Krüger )
Innovations Executive: Kathrin Heise (Initiative Media )
Project Manager: Sabine Hengstmann (RTL Creation)
Innovations Executive: Lukas Brocks (Initiative Media )

Effectiveness
Taking into consideration that making up and taping a whole choreography for a three-minute-song and uploading it to YouTube presents a big hurdle, the 103 submitted videos are a huge success. Some of the videos even feature more than 50 people so the participation rate is actually higher than the number of submitted choreographies. The high number of votes shows that the contest was of great interest even for those who only participated in the raffle. The campaign paid off for the audience and our client:+ 55% sales+ 200% brand awareness+ 100% buying intention41% aided ad recall89% ad recognition9.689 downloads of the song> 100 submitted videos> 73.500 votes> 2.600 raffle participants

Execution
We produced teaser spots with two of the soaps dancing stars who called our audience to participate in our campaign: by taping and uploading their interpretation of the choreography to YouTube. The participants had the chance to win a grand prize - a luxurious trip to India! Additionally, the ultimate incentive for our audience to participate was the chance to see their own content on TV! The 'Call to Action' trailer spots were aired after the soaps episodes for one month, as pre-rolls and mid-rolls within RTL's whole soap portfolio online and flanked by display and teaser ads. After this first stage of our campaign, follow up voting trailers brought our whole target audience (not just those who send in their video) to vote for their favorite ChaiLa Dance version and to participate in a raffle. Finally, the three best voted fan choreographies competed against each other in a jury-led final over two rounds, which was broadcasted on RTL.

Strategy
Krüger successfully sells the only instant chai latte drink in the German market and – compared to ordinary chai teas – the only brand that communicates a clear link to the origin of chai tea, India. But lately, they were facing dropping brand awareness and sales. So, we needed to lead the target to the product again by strengthening their brand image, which was only being communicated instead of being lived. How? We discovered that young tea or chai latte consumers in Germany take great interest in dancing and identified a perfectly fitting TV format that reaches our target audience: “Alles Was Zählt” on Germanys biggest TV station RTL where a dancing studio is one of the main sets. To get our customers and Krüger Chai Latte on TV, we produced an India-style song, a choreography and Germany's first interactive online dance contest: The Krüger Chai Latte Dance Contest!