Granola creates the first real rescue service to help the starving french youngsters of the night : The Granola Night Assistance.

The film immediately refers to a mobile and desktop website which rescues young hungry fellows by helping them finding the nearest Granola bar around them, even late at night. This “Granola Positioning System” comes with a massive sampling plan throughout France where youth most need their bars : in night clubs, bars, after student parties...

But once those delicious Granola bars found, the hardest part for our young fellows is to keep them protected from their hungry mates. So the brand Granola invented the "Caches-Dalles", disgusting fake packagings that consumer can print and make at home to hide their snacks and repel their friends.

Cherry on the bar, Granola goes further by changing its packaging to invent the ultimate help for young people in the late evening : aphotsphorescentpack.

In order to match our target’s media patterns and keep the best-in-class ROI, we chose to go for a three-month all digital activation running from April to June.

The launch was done simultaneously at midnight using YouTube Masthead, Facebook Reach & Frequency and new Twitter’s First View on our 90-second movie.

We then re-exposed this pool of viewers to the 30-second ones via pre-roll on YouTube & Amnet, Facebook Reach & Frequency and Trending Topic on Twitter.

In between each of the video burst, we ensured consistency with weekly “night” posts on Facebook (2M reach in average).

This powerful plan enabled us to reach 81% of French people aged 15-34yo, both male and female alike, with a frequency at 2,5.

The campaign was a massive success for the brand with the 90-second hero copy over-delivering in terms of impressions (132% of objective), in completion at 1’44, and 3,4million views on Youtube and Facebook (26% on Amnet vs benchmark at 20%, 16% on YouTube TrueView vs benchmark at 10%).

Same success was observed on social network: on Twitter, the Trending Topic received 3,1million impressions – more than 3 times the average score.

The website totalized more than 45 000 visitors who used the GPS to locate the nearest bars around them.

At the same time, bars showed very impressive results reaching 3,1% of penetration and topping 37% of repurchase.

The range managed to secure #1 spot in nibbling segment in value velocity against Ferrero Duplo or Bahlsen Pickup.

With these performances, Granola has become #1 contributor of sweet biscuit category and its bar range has turned into the most successful innovation on all Afternoon Snack category