Dentsu Creative UK
Wed, 21 Jan 2015 17:06:29 GMT
Kellogg’s is launching its biggest ever on-pack promotion by offering consumers the chance to get their hands on their very own personalised spoon – for free.
The promotion, which features across many of Kellogg’s best loved cereal brands including Special K, Corn Flakes and Crunchy Nut, will feature on up to 120 million cereal boxes Europe-wide and the offer will go live in 32 countries.
To redeem their spoon, consumers simply have to collect codes from three special packs and go online to make the spoon their own.
To support the campaign, Isobar has created an online platform – the Kellogg’s Spoon Workshop – handling all redemption. Designed to make the process entertaining as well as efficient, Isobar conceived a space where the famous Kellogg’s characters come to life to create a spoon just for you, engraving your name as you watch. The character you choose will be the one that appears on the real spoon when it is mailed out.
Isobar has also created a social campaign called #SpoonSelfie to drive further awareness and engagement.
People are encouraged to take a photo of themselves reflected in the back of a spoon and share it via Twitter, Instagram or on the Kellogg’s Facebook page. A gallery of the best shots will be available to view on the redemption site.
The promotion will be further supported with a PR campaign featuring the famous spoon bender Uri Geller.
Kellogg’s has commissioned a magnificent ‘Throne of Spoons’ to celebrate its most exciting on pack promotion to date. The throne was inspired by the Iron Throne from hit TV show ‘Game of Thrones’.
The custom designed, one of a kind throne took Uri and Kellogg’s design team two months to build using a total of over 2,000 spoons – each was single-handedly attached to the throne structure.
The throne will be revealed at a free 'spoon-bending breakfast' event in London's Westfield W12 on Saturday, January 24, starting at 10am where Uri aims to bend his one-millionth spoon whilst attempting to teach members of the public the secrets behind his ability. Attendees will also have the chance to master the perfect spoon selfie.
Media has been planned and bought by Isobar’s Dentsu Aegis Network partner agency Carat with iProspect handling performance.
The Dentsu Aegis Network has created a unique integrated model to support the Kellogg’s business, providing media, creativity and performance from Carat, Isobar and iProspect through a single consolidated team: Kellogg’s@DAN.
Lucy Cawley, Digital Manager Europe, Kellogg’s commented, “We are really proud of the work Isobar have done for us to bring to life a challenging execution with huge scale across our European business. The creative work utilises our full brand portfolio to its maximum potential to bring a simple, engaging experience to our consumers. The agency brought together a superb team from across their London and Warsaw offices to deliver this project with excellence and we're thrilled with the result”.
Nick Bailey, ECD & CEO, Isobar also said, “The challenge with a promotion of this scale is to deliver something that is not only brilliantly effective for the millions that engage with it, but that feels crafted and delightful at an individual level too. I’m pleased and proud to say the team have managed this challenge with finesse.”
Categories: Breakfast, FoodDentsu Creative UK, Wed, 21 Jan 2015 17:06:29 GMT