Direct > Product/Service
EET & ERN - FINDING NEMO
DRAFT, Chicago / KELLOGG'S / 2004
Overview
Credits
OVERVIEW
BriefExplanation
The Quarry: We were going after Brand Loyalty. Our quest began in the stormy seas of the breakfast foods category. The constant promotional battering had made Brand Loyalty especially elusive.
CampaignDescription
The Bait:To catch Brand Loyalty we developed new techniques from our trusty tackle box. They included unique merchandising with irresistible shapes, sizes and movement Lenticular movement. Then, we hit Brand Loyalty with 70 Million Nemo packages. The adorable toys sent it into a feeding frenzy. Next, we went online with our friends, Eet & Ern. Their arsenal included: instant digital prizes, games and opportunities for brand interaction, reinforcing the current on pack promotion. Regular updates kept it fresh. Then, to seal its fate, we offered up, not just any trip, it was The Great Barrier Reef Sweepstakes.
Outcome
The Catch: This was our largest trophy ever!
Over 65,000 June Registrations — the highest number within a single month. In fact, Nemo accounted for over 30% of new online memberships. There were 634,000 promotion homepage views with 304,537 unique visitors clicking through. And it gets even better...the banner response was ten times higher than average.
Brand Loyalty never stood a chance.
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