| Cannes Lions 2013 | ||
|---|---|---|
| Media Lions | Product & Service; Fast Moving Consumer Goods | Bronze |
Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser: KERRY FOODS
Product/Service: MATTESSONS FRIDGE RAIDERS
Agency: SAATCHI & SAATCHI London, UNITED KINGDOM
Executive Creative Director: Paul Silburn/Kate Stanners (Saatchi & Saatchi)
Creative Director: Andy Jex/Rob Potts (Saatchi & Saatchi)
Art Director: Andy Jex/Matthew Guy (Saatchi & Saatchi)
Copywriter: Rob Potts/Will John (Saatchi & Saatchi)
Agency Producer: Greg Hemes (Saatchi & Saatchi)
Project Manager: Freya Thompson (Saatchi & Saatchi)
Planner: Tom Gibson/Tom Callard (Saatchi & Saatchi)
Account Management: Sam Hawkey/James Barker (Saatchi & Saatchi)
Business Leader: Charles Pym (Saatchi & Saatchi)
Director Of Integration: Matt Groves (Saatchi & Saatchi)
Digital Producer: Richard Leafberg (Saatchi & Saatchi)
Designer: Louis Sheppard/Brett Shellard (Saatchi & Saatchi)
Director: Kit Lynch-Robinson (Marmalade Films)
Production Co-Producer: Neil Cray ()
Lighting Cameraman: Julian Hohndorf ()
Editor: (Myles Painter)
Community Management: (Outside Line)
Design And Build: (Hothouse)
Post Production/Sound Design: (Marmalade Films)
(Special Thanks To Bucks New University)
Results and Effectiveness
Over eight weeks, sales increased 65% versus the same period a year ago. For every £1 spent we generated £5.73 in incremental sales.
Facebook fans went from 0 to 127,000. Cost per like was £0.39, over 6 times more efficient than the industry average of £2.50.
We achieved 126m impressions of our content on Facebook with a reach of over 31m people. Facebook media generated a click-through-rate of 0.6%, above the industry average of 0.04%. The campaign received close to 1m engagements with a cost per engagement of 5p versus the industry average of 40p.
The video was viewed over 3 million times, gaining 290,000+ ‘Likes’ on YouTube.
It was a truly collaborative campaign with 15,000+ ideas submitted.
Creative Execution
To create a hands-free snacking and gaming device, allowing gamers to eat Fridge Raiders without disrupting their game play.
We needed to reach gamers in an authentic way. So, rather than use traditional advertising we partnered with an online gaming celebrity called Syndicate Project to help co-create the device. With 3.6m subscribers on YouTube, 415,000 Facebook fans and 605,000 Twitter followers, he not only gave the brand credibility, but acted as our media channel.
We asked his followers to submit their ideas for the gaming device to the Fridge Raiders Facebook page.
The response was incredible; over 15,000 ideas submitted across Facebook, Twitter and YouTube.
We responded by sending back blueprints of the best ideas, which were made into prototypes to be tested by Syndicate Project.
Fans were kept up to date with Facebook updates, Tweets and videos on YouTube.
After weeks of product development, the final working prototype was delivered to Syndicate Project by Royal Marines. He then 'unboxed' the device online to his millions of fans.
Insights, Strategy and the Idea
Sales of Fridge Raiders, a meat snack, were in decline. We realized the product lacked a usage occasion – Mums didn’t know why to buy it and kids didn’t know when to eat it.
Being full of protein, Fridge Raiders are more filling than other snacks. To leverage this benefit, we chose the occasion kids needed a filling snack most; the moment they arrive home from school absolutely starving. We wanted teens who ate crisps after school to eat Fridge Raiders instead.
Being part of the after-school occasion meant being part of gaming culture; 61% of teens play computer games after school. Whilst two thirds of them eat while they play, they struggle to combine both activities – it’s fiddly, controllers get greasy, crumbs jam the joystick and lives are lost.
Not only are Fridge Raiders more filling than crisps, they are a better snack for gamers because they lack grease and crumbs.
The brief was to show Fridge Raiders as the ultimate snack for gamers.