Quaker: PAW RIDGE LAUNCH CAMPAIGN

Credits & Description:

Category: Fast Moving Consumer Goods

Advertiser: QUAKER

Product/Service: BREAKFAST CEREAL

Date of First Appearance: Oct 26 2009 12:00AM

Entrant Company: OMD UK, London, UNITED KINGDOM

Entry URL: http://www.pawridge.co.uk

Comms Planning Manager: Jo Beatty (OMD UK)

Associate Director: Brian Cheung (OMD UK)

Strategy Director: Alex Ebdon (OMD UK)

Media placement: Multiple TV Spot Campaign - Nickelodeon - 26/10/2009

Media placement: TV Breakfast Sponsorship - Nickelodeon - 26/10/2009

Media placement: Online Display Activity - Nick.co.uk - 26/10/2009

Media placement: Online Activity Various - Various Parent Sites - 02/11/2009

Media placement: Online Display Activity - Mums - Various E-Supermarket Sites - 02/11/2009

Media placement: Sample Request Email - Mysupermarket.com - 07/11/2009



Results and Effectiveness



The results have been staggering. The interactive world is a hit; our partnership with Nickelodeon has brought 30,000 UVs to the Paw Ridge site. Furthermore, we have seen advocacy scores amongst mums increase by 12% since launch.
It is unsurprising that sales have been really strong.

By Jan 2010, Paw Ridge accounted for 75% of total category NPD value. We’ve also seen significant switching from Ready Brek and Coco Pops and rate of sale is better than previous launches of Coco Rocks and Honey Cheerios. After three months, Paw Ridge has already generated value sales to pay for its launch.



Creative Execution

Experience
The launch centred around a virtual world, pawridge.co.uk, where over-8 year-olds could go, meet and interact with the characters that live there. They could play interactive games, brain teasers, podcasts, animation builders/augmented reality applications.

We developed a unique media partnership with Nickelodeon over half-term. The characters were brought to life on TV and broadcast sponsorship, and online through Nickelodeon's homepage via teasers/videos inviting viewers into the world of Paw Ridge.

De-risking
We ran activity on trusted online portals for mums.
We ran communications in parenting blogs and online portals for mums. Branding from consumer advice organisation Which? built credibility. We also provided samples and product explanations to generate peer to peer dialogue and positive WOM.

To drive trial, we ran a series of sampling and promotionally led initiatives with big online retailers. Behavioural targeting allowed us to serve Paw Ridge ads specifically to cereal-buying mums. 10,000 samples were delivered.



Insights, Strategy & the Idea

Paw Ridge is Quaker Cereals’ first significant NPD in 10 years: a new healthy oat breakfast cereal for over-8 year-olds; it’s so good for you that Which? endorsed the Original variety. Our marketing task was twofold. We needed a launch communications solution that gave mums permission to buy, whilst also getting over-8’s engaged.

Over-8 year-olds spend huge quantities of time playing games online. So, we built a completely new and immersive online world where the story of Paw Ridge could be told. And to invite over-8 year-olds into this world, we took a flavour of our digital content out to them.

For mums, we know trialling new brands or products represents a huge risk for them. We needed to reassure them through recommendation from peers and trusted sources. We know that the way to change habits is to get products into their repertoire. Therefore we recommended a sampling and WOM programme.