Cannes Lions

BREAKFAST CEREAL

OMD UK, London / QUAKER / 2010

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Overview

Entries

Credits

Overview

Execution

Experience The launch centred around a virtual world, pawridge.co.uk, where over-8 year-olds could go, meet and interact with the characters that live there. They could play interactive games, brain teasers, podcasts, animation builders/augmented reality applications.We developed a unique media partnership with Nickelodeon over half-term. The characters were brought to life on TV and broadcast sponsorship, and online through Nickelodeon's homepage via teasers/videos inviting viewers into the world of Paw Ridge.

De-risking We ran activity on trusted online portals for mums.

We ran communications in parenting blogs and online portals for mums. Branding from consumer advice organisation Which? built credibility. We also provided samples and product explanations to generate peer to peer dialogue and positive WOM.To drive trial, we ran a series of sampling and promotionally led initiatives with big online retailers. Behavioural targeting allowed us to serve Paw Ridge ads specifically to cereal-buying mums. 10,000 samples were delivered.

Outcome

The results have been staggering. The interactive world is a hit; our partnership with Nickelodeon has brought 30,000 UVs to the Paw Ridge site. Furthermore, we have seen advocacy scores amongst mums increase by 12% since launch.

It is unsurprising that sales have been really strong.

By Jan 2010, Paw Ridge accounted for 75% of total category NPD value. We’ve also seen significant switching from Ready Brek and Coco Pops and rate of sale is better than previous launches of Coco Rocks and Honey Cheerios. After three months, Paw Ridge has already generated value sales to pay for its launch.

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