Brand Experience and Activation > Product/Service
ROBOTS
DRAFT, Chicago / KELLOGG'S / 2006
Overview
Credits
OVERVIEW
ClientBriefOrObjective
The primary objective was to drive sales of Kellogg's products during the 1st quarter promotional window while still delivering a meaningful brand experience to the consumer.
Breaking through the clutter in the cereal aisle has become more challenging than ever. Driving POS at retail is key. We needed to capture the attention of kids aged 6-12 (as well as their mothers) by leveraging a powerful promotional partnership between Kellogg's and the up-coming animated film, “Robots.”
Execution
Our creative challenge was to make the Robots characters, somewhat stiff and mechanical by design, more appealing. We designed friendly packaging for 19 products. We developed a unique interactive standee that allowed kids to mix and match heads, bodies, and feet to “invent” 64 different robots. FSIs, shelf displays, mylar inflatables, and freezer clings touted instant and mail-in offers. Kids could find movie-themed games online. We also created a "Snack Hutch" for theaters, where movie-goers could enjoy Kellogg's and Keebler snacks. On the product side, we even helped create a totally new cereal with its own tasty "nuts and bolts."
Outcome
Retail orders for the POS materials were off the charts. The promotion achieved an unprecedented pack-out level—65 million in cereal brands alone and 100 million across all categories. Retailers couldn’t stop praising the promotional campaign, and feedback from consumers was extremely positive. Redemption levels for the instant and mail-in offers surpassed client expectations. Online activity at Kelloggs.com showed dramatic incremental visitation during the promotional window and attracted more than one million unique visitors to the Robots portion of the site.
Relevancy
The Robots promotion demonstrated the power of true integration, affecting consumers positively at every touch point-from the cereal aisle to the Internet to the breakfast table. By innovatively reaching kids and mums with targeted, engaging efforts, we built not only the Kellogg's brand, but anticipation for the upcoming film.
SpecialCredits
Charles Gandy - Assoc. Creative Director
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