Category: Best Use of Branded Content & Sponsorship
Advertiser: UNILEVER
Product/Service: WALLS PADDLEPOP
Agency: LOWE & PARTNERS WORLDWIDE
Media Agency: MINDSHARE, London, UNITED KINGDOM
Chief Client Officer: Yusdina Fibriyanti (Lowe And Partners)
Board Account Director: Matthew Sherratt (Lowe And Partners)
Creative Director: Firman Halim (Lowe And Partners)
Associate Planning Director: Stevie Weber (Lowe And Partners)
Senior Planner: Caroline Brethenoux (Lowe And Partners)
Head Of Programming: Simon Willis (Mindshare)
Global Brand Director: Judah Ruiz (Unilever)
Account Director: Rachel Vernon (Lowe And Partners)
Account Director: Monika Puspitasari (Lowe And Partners)
Digital Producer: Steven Hart (Lowe And Partners)
Media placement: Movie - Cinema, DVD, Online - 01.04.11
Media placement: TV Series - TV Series - 01.04.11
Media placement: TV Commercial - Global - 01.04.11
Media placement: Website - Online - 01.04.11
Media placement: Point Of Sale - Global Retailers - 01.04.11
Media placement: Online Games/Banner Ads - Various Global Kids Sites - 01.04.11
Media placement: Live Events - Various Across The World - Partnerships And Sponsorships - 01.04.11
Media placement: Comic And Sticker Book - Bound Insert Into Various Kids Magazines - 01.04.11
Media placement: Song & Dance - Global Events And Online - 01.04.11
Media placement: Press Ad - Various Kids Magazines - 01.04.11
Insights, Strategy & the Idea
Kids have always loved ice cream but keeping our brand top of mind against increased snack and media entertainment choices was a big challenge.
Looking at our different platforms globally we discovered a brand character that had been in use in Asia and Australia for some time but primarily on product packaging and advertising: PaddlePop Lion. Here was a unique opportunity to leverage a previously underutilised asset to drive brand differentiation in the extremely competitive market context we were in.
Our aim was simple but ambitious: create stories that would bring alive the brands essence through its mascots’ adventures and make these as engaging as the cartoons and games kids already loved.
We talked to kids globally to understand exactly what they wanted out of entertainment content and our proposition was born:
THE THRILLING AND EXCITING ADVENTURES OF PADDLEPOP!
Creative Execution
We decided to create a range of adventures for PaddlePop Lion with a full length TV series of 11 x 22 min episodes at their heart.
Kids were also able to watch the content as a 90 minute movie in cinemas, on DVD and online too.
In addition to the content, we developed a 360 immersion programme keeping kids engaged all summer long. From a PaddlePop Adventures Song & Dance video, online gaming, live events, theme park partnerships, to dedicated websites, PR, sponsorships and competitions.
We also included activity to support sales of Kids Ice Cream – Innovative new ice cream products themed with the movies were created so that kids could get to TASTE the adventure too. PaddlePop Adventures featured in over 1 million Kids Ice Cream POS outlets globally and in TVCs more than 30 markets.
Results and Effectiveness
Conviction behind the brand rose to 71% in Indonesia and in launch markets we achieved awareness of up to 90%.
In Turkey, we hit a high of the #3 most watched film in the country performing ahead of Hollywood movies.
Over 1.2M kids in India joined to the PaddlePop Gaming League and over 5 million DVD’s were redeemed via promotions in Southeast Asia.
The impact of our program translated into unprecedented Ice Cream sales with global growth of +26% in 2011 with new markets growing even more strongly at +43%.