name of campaign: cadbury dairy milk martians - … · plato supported the campaign through a tease...
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Name of Campaign: Cadbury Dairy Milk Martians
Name of Entrant: Plato Communications
Category: PR for an existing product
Client: Cadbury Dairy Milk (Mondelez SA)
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2018PRISMAWARDSENTRYCadburyDairyMilkMartiansConsumerPRforanexistingproduct
OPENINGSTATEMENTIn2017,SouthAfricanssawtheCadburyDairyMilk(CDM)MartiansTVcommercialcometolifethroughanintegratedconsumercampaign-‘buyany4promotionalslabstogetafreeMartiansfigurine.’Plato supported the campaign through a tease and reveal strategy, generating significant mediaexposureandhype,whilebuildinganticipationandmomentumthroughoutthecampaign.Whilebuildingonthebrandpropositionto“ExperienceJoyLikeNeverBefore”salesreachedinterstellarproportionswithover700tonsinincrementalvolumesold.Todate,themostsuccessfulsalesdriverinCDMSouthAfricahistory.OPPORTUNITY/PROBLEMThe new Martians TVC demonstrated the Joy of eating CDM chocolate for the first time. CDMcapitalisedonthisexpressionof joybydevisingacampaigntoattractnewusersanddrivesalesbyincentivisingpurchasewith5Martianfigurinecollectables.Theopportunity-PlatotoimplementaplanthatwouldamplifythenewTVCandcreatedemandforthefigurinesthroughanationalPRdrive.
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RESEARCH&TAKE-OUTS:• Collectiblepromotions:StikeezboostedPick‘nPay’ssalesby12%since2015.Checkersalsohad
great successwith their ‘Little Shop’ collectibles, supporting the effectiveness of pester powertheories. This evaluation informed Plato that while popular, competition does exist withincollectiblepromotionsandwewouldhavetoapplyclevertacticstoavoid‘metoo’perceptionsandcoverageforwhatwasessentiallyasalesdriver
• Legal:ReviewoftheMondelezMarketingtoKidspolicytounderstandhowthiswouldimpactourchannelselectionandstrategy
• Mechanics: Interrogation of the layered purchase and figurine redemption process to ensureeffectivecommunicationofcampaignmechanics
• Themes:Findrelatedhooksorthemesthatwouldpiquecuriosityandkeepouraudienceinterested
PLANNING
OBJECTIVES MEASUREMENTLaunchMartians TVCand collectibles campaignto media and consumers to maintain interestthroughoutthe6-monthcampaignperiod.
Securecoverageacrossprint,broadcast,onlineandsocialchannelswithexpectedROIof3:1(1:1ratio).Ensureaminimumof15000viewsoftheTVC.
Utilise Martian landing activation to createtalkabilityanddemandforthefigurines.
Goodmediaattendanceinlinewithclient’sexpectations,resultingineventand#SweetInvasiontrending
Amplify Martians Mall activations to drivetalkability and feet through media andinfluencers.
Foottraffictoexceed4000peopleandpositiveengagementwithPRgeneratedcontent
Secureaninterviewwithamarketingpublication. Atier1profilingopportunityforclienttospeaktothefull360campaign
Manageanyconsumercrisisthatmayarise. Supportcustomercare,conductclientconsultationandorimplementreactiveplan.
Supportthesalesobjectivesofthecampaign. MeasuredincreaseinCDMsalesfiguresTargetaudience• LSM6–8,18–35yearsold
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Messages
Tease:• AnewdiscoveryfoundonMars• A#SweetInvasioniscoming
Reveal:• ViewCDM’snewMartiansTVC• ExperienceJoylikeNeverBefore
Arrival:• TheMartianshavelanded!• Buy4CDMslabsfromanystorecountrywide,entertheuniquecodesonthemicrositeand
receivearedemptioncodetoclaimafreeMartianfigurinefromanyEngenQuickshopnationwide.
• MeettheMartiansatamallactivationnearyou.
Communicationchannels• Magazines• Newspapers• Newsletters• Blogs• Communitynewspapers• Radio• Influencers• SocialMedia• Sampling• LaunchEvent• PressPacks
ManagementconsultationAfterinter-agencyalignments,Platostrategised,presentedandimplementedallPRactivities.Duringimplementation,Platohadweeklystatusmeetingswithclientandsupportagencies.Strictcontentapprovalprocessesweremanagedtoensuretheintegrityofthebrandwasupheld.Budget:R700000
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EXECUTION
PHASE1:Tease&RevealThenewCDMTVClaunchedacrosssocial,digitalandTVon6March2017.Oneweekprior,PRteasedconsumersusingcrediblemedia,socialandinfluencerpartners,byspreadingarumourthat‘anewdiscoverywasmadeonMars’andthata‘SWEETINVASIONWASCOMING’.PlatoselectedandsecuredYOU,Drum,Move,SowetanLiveandavarietyofcommunitynewspapers,whoboostedtherumourandlaterrevealedtheTVCacrosstheirprint,onlineandsocialplatforms.
TheSowetanStreetSamplinginducedtrialofCDMtonewusersonthedayoftheTVCreveal-linkedtoprintadvertorial.
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Influencers MandlaMaseko, First Black African in Space; Ayanda Thabethe, Presenter and JessicaNkosi,SingerusedtheirsocialmediatocreateintrigueduringtheteaseandfinallyrevealedtheTVC.MandlaMaseko also conducted aMetro FM interview to create context aroundMars and spacetravels,ultimatelypuntingtheMartiansTVC.
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Toclosetheloop,aMartiansRevealPressPackwithinteractiveAstronautHelmet,CDMProduct,TVCandPressReleasewasissuedtoConsumer,LifestyleandMarketingmedia.
PHASE2:Landing,mallactivationsandcollectiblefigurinesTheMartianslandingactivationwassetfor3rdJuneinJohannesburg.ThedaypriorastagedprotestcreatedhypeaboutthelandingandPlatolobbiedwithmediatosecureexposure.
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On3rdJune,towitnesstheMartian’sspaceshiplandingandlaunchofthecollectiblefigurinescampaign,MediaandInfluencersweretreatedtoaninterstellarthemedeventatHardRockCaféonNelsonMandelaSquare.Socialmediaactivity,using#SweetInvasion,creatednationalhype.
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AJoyRocketPressPackwasissuedtoguestsonthenightandtobroadermediathefollowingday.Packincluded,CDMChocolate,1ofthe5Martianswithacharacterintroductionflyerandinfographiconcampaigncollectionandredemptionmechanics.
Finally,SouthAfricanshadthechancetomeettheMartiansat12nationwidemallactivations.PRcreatedinterestandhypefortheseactivationsbylobbyingwithinfluencers,radio,bloggersandcommunitymediatoattendandsharenews.
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CHALLENGES/ADJUSTMENTSConsumercomplaintsresultedfromincorrectfigurineredemptioninformationpassedontoconsumersbyEngenstaff.ThisleadtoconfusionandangeronsocialmediaandviaCadburyCustomerCare.PlatoconsultedwithclienttodeviseacrisiscommunicationsplanwhichincludedacarepackagewithfullsetofMartiansandCDMchocolatebesenttoeachconsumercomplainant.
EVALUATIONThroughcarefulselectionofrelevantmediaandinfluencerspartnerswhohelpedtellthestoryoftheMartians,theirloveforCDMandtheirjourneytoEarth,PRdeliveredonthecampaignobjectivesanddesiredresults.OBJECTIVES MEASUREMENTLaunch the Martians TVC and collectiblescampaign to media and consumers tomaintain interest throughout the 6-monthcampaignperiod.
Campaignexposureonrelevantmassreachplatforms,includingBroadcast,Print,Online,BloggerandSocialMediaresultinginR3771835AVEand5:1ROI(1:1ratio)SuccessfullymaintainedinterestwithselectedmediafollowingtheMartiansjourneyfromarrivaltodeparture,achievingover250piecesofcoverage.PRInfluencercontentgenerated28354videoviewsofTVC
Utilise Martian landing activation to createtalkabilityanddemandforthefigurines
85mediaattendedthelaunchand#SweetInvasiontrended#1throughouttheevening.
Amplify Martian Mall activations to drivetalkability and feet through media andinfluencers.
5Mediaand3influencerattendanceandcoveragesecuredatall12mallactivationswithover8700consumersparticipatinginthem
Secure an interview with a marketingpublication.
SecuredMaggsonMediaatmediaeventtoconductandflightinterviewhttp://www.enca.com/media/video/maggs-on-media-key-learnings-from-the-worldwide-radio-summit
Manageanyconsumercrisisthatmayarise. IssuedMartiansCarePackagesto300consumerscomplainants,whothankedCDMforrapidlyrectifyingthematter
Supportthesalesobjectivesofthecampaign. CDMachieved24%volumegrowthanda3yearsharehigh
[TOTALWORDCOUNT–1200]
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SNAPSHOTOFEXPOSURE
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