Cannes Lions

PRINCE - THE QUEST FOR THE LOST TREASURE

OGILVY PARIS, Paris / MONDELEZ INTERNATIONAL / 2015

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Overview

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Overview

Description

Today's kids live and breathe entertainment.. they can use their parent's iPad before they can tie their shoelaces.

From Spiderman to Harry Potter, their favorite characters are legendary heroes forged by epic storytelling and gaming franchises.

To exist in this crowded environment, we had to create our own amazing stories and universe. And it takes more than 30s TV commercial to get there.

The digital environment offered a much more open space to let kids discover and engage in the stories and discover Prince's universe allowing them to become actors of Princeland.

A digital approach was also a solution to comply with Mondelez kids policy. It allowed us to create a safe entertainment platform for kids that mums could trust and approve of. Mums prescription power was leveraged by targeting them through digital media and inviting them to share with their kids the platform and game play.

As such, branded entertainment was the best solution to bring together our strategic, media, creative vision within our legally restrained environment.

Execution

We invited kids into an amazing quest to save the Kingdom of Princeland and become princes and princesses, combining the best of their entertainment world: storytelling and video gaming.

An online short film told the story of the kingdom in peril.

Kids were then challenged to continue the quest through an exciting game on desktop and a mobile app where they venture into the belly of a dragon, escape hordes of crazy fans, find their way through an out of control bakery and much more...each time learning the true values of a Prince: courage, chivalry, agility...!

Outcome

Phase 1 : Discover Princeland (2014) : Princeland website, Dragonflight and characters videos

· Sales : +14,4% vs past 8 weeks in average (source: Nielsen)

· Consolidate mums trust

+ 10% on ‘that I prefer’ Brand Health Tracker (BHT) item (TNS)

+ 8% of brand momentum (TNS)

5% on ‘is a brand I trust’ BHT item (TNS)

· Become one of kids favourite brands and heroes

95% of kids liked Dragonflight (TNS),

Appreciation of the Prince icon rose from 63% 2013 to 71%. Prince is seen 12% “braver” and ‘friendlier’, 10% ‘cooler’ and ‘smarter’ by 10% and 5% ‘stronger’ than in 2013. (Ipsos)

+18% on the 'I like Prince biscuits' (TNS)

Phase 2 : Become a Prince ( April 15) : comic book, short film and game

+3% sales when the comic book was gifted.

It's too soon for full sales and image results, but liking and engagement results are already great: 500K views of our trailer in a few days, + 100K DL of the game, + 17min spent playing...

Spain already plans to air the campaign and the Futuroscope, even asked for a longer version to air in the park.

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2022, MONDELEZ INTERNATIONAL

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