| Cannes Lions 2013 | ||
|---|---|---|
| Media Lions | Product & Service; Fast Moving Consumer Goods | Bronze |
Advertiser: CALIFORNIA MILK PROCESSING BOARD
Agency: GRUPO GALLEGOS
Category: Fast Moving Consumer Goods
Advertising campaign: BEDTIME STORIES
Creative Services Supervisor: Barbie Maraviov (Grupo Gallegos)
Director of Digital & Engagement : Chris Mellow (Grupo Gallegos)
Composer: Ezequiel Flehner (Papa Music)
Social Media Manager : Carlos Allende (Grupo Gallegos)
Art Director: Charlie Davis (Grupo Gallegos)
Jr. Copywriter : Graham Davis (Grupo Gallegos)
Producer: Guido Rutenberg (Flamboyant Paradise)
Account Director: Kymberly Spector (Grupo Gallegos)
Director of Media Buying : Maria Boloori (Grupo Gallegos)
Account Supervisor: Mario Cardenas (Grupo Gallegos)
Chief Creative Officer: Pablo Buffagni (Grupo Gallegos)
Associate Creative Director: Paul Lucker (Grupo Gallegos)
Associate Creative Director: Saul Escobar (Grupo Gallegos)
Proofreader / Translator: Virgina Earl (Grupo Gallegos)
Jr. Copywriter : Cameron Murray (Grupo Gallegos)
Junior Account Planner: Carlos Arias (Grupo Gallegos)
Associate Creative Director: Curro Chozas (Grupo Gallegos)
Composer: Damian Minckas (Papa Music)
Strategic Planner: Danny Gonzalez (Grupo Gallegos)
Sound Engineer: Gonzalo Ugarteche (Juice West)
Truck Event Producer: Joe Di Maio (La Banda Films)
Group Creative Director: Juan Oubiña (Grupo Gallegos)
Associate Planning Director: Luis Miranda (Grupo Gallegos)
Producer: Mechi Serrano (Flamboyant Paradise)
Art Director: Paula Oliosi (Grupo Gallegos)
Associate Media Director: Sharon Cooper (Grupo Gallegos)
Director/Broadcast Production: Carlos Barciela (Grupo Gallegos)
Executive Producer: Javier Lourenco (Flamboyant Paradise)
Creative Services Director: Maria Maldini (Grupo Gallegos)
Group Director/Marketing Solutions: Montse Barrena (Grupo Gallegos)
Truck Event Director: Patricia Martinez de Velazco (La Banda Films)
Account Executive: Sandra Ochoa (Grupo Gallegos)
Strategy
Bad news – U.S. milk consumption has been declining for decades, thanks to fragmented breakfast occasions and growing drink options. Good news - years of marketing Milk’s benefits stemmed the decline in CA. Our campaign introduced the emotional territory of 'Positivity', beyond milk rational benefits. Consideration and consumption reached an all time high with CA Latinos.Challenge - how much further could we 'milk' the breakfast occasion? Solution - Leverage media to create a new ritual around BEDTIME. With the insight that parents were struggling to balance the demands of work and family, we communicated to Moms that milk at night would help their kids sleep better, while creating a bonding activity. Reminiscent of TV segments that are commonly used in Latin America, we developed the animated video 'It’s Time to Go to Bed,' and a series of bilingual bedtime storybooks that integrated milk consumption into the story.
Effectiveness
While direct sales results cannot be stated, the most recent consumption study indicates directional increases of around 7.5%. Moreover, the tracking revealed that a 'positive attitude' and 'helps you sleep better' were effectively communicated, proven by being the attributes with the greatest delta between non-aware and ad aware Hispanics (+28%).In terms of traditional performance metrics, we can report a substantial engagement as a direct result of the campaign. •Facebook fans increased by over 34,000 (+61%).•Social media engagement rate was 3.94% (18x stronger than industry average).•Nearly 30,000 video views on YouTube.•Over 6,000 storybook downloads.•Nearly 80% of Shazam engagements further interacted with the mobile site.
Execution
We placed the 'It’s Time to Go to Bed' campaign across multiple touch points ensuring that the combined effort reached our intended consumer in the right mindset and at exactly the right time.TELEVISION - Aligning with Hispanic Moms nightly viewing of their favorite soap-operas, we road-blocked the two largest Spanish language television networks.SHAZAM - We partnered with Shazam to leverage moms’ propensity to use their smart phone while watching TV. Once Shazam identified the video and song, parents could download the storybooks, re-play the video, leave comments and share with friends.RADIO – W aired :15 spots in the late afternoon and early evening to increase tune-in.STORYBOOKS - We distributed 140,000 storybooks at pediatricians’ offices though out California via 'Ser Padres' magazine. Digital versions of the books were made available on Facebook with display, search and social media driving to them.