Category: Food and Non-Alcholic Drinks
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 Buyer: 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 Co-ordinator: 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 objective of the promotion.
The Tic Tac 'Shake It Up' campaign took basic human truths and asked people to shake them up. Ads ran on TV, magazine, outdoor, wild postings, online and mobile. Each ad pointed out a ‘mundane fact’ of human behaviour and encouraged people to change.
The ads asked people to download the Tic Tac Viewr app, which, among other things, enabled them to interact with the ads and Tic Tac boxes in an Augmented Reality experience.
All the ads could also be found on Tic Tac USA’s Facebook page; demos and videos could be found on YouTube; and everything was shareable.
Describe how the promotion developed from concept to implementation.
The campaign took 8 months from concept to implementation. Each ad had to be crafted to be read by our Tic Tac Viewr.
A 3D 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.
Scanning Tic Tac packs gave you Tic Tac Tibby, an augmented reality game, where you shoot Tic Tacs into Tibby’s mouth.
Explain why the method of promotion was most relevant to the product or service.
Research showed that our target feels passionately about their smartphones. In fact, some said they would rather give up a sense (smell, touch, taste) than to be without it! We knew we needed to do something to augment the print, TV and posters we were running.
Additionally, Tic Tacs are typically an ‘on the go’ purchase. Having an app on their phone, and bus shelter, transit and wild postings helped us get consumers to think about Tic Tac while they’re out and about.
The campaign was promoted heavily on Facebook, and used targeted mobile banner ads to drive to the app.
Describe the success of the promotion with both client and consumer including some quantifiable results.
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.