Our solution was to package the Summer 2013 communications up into a summer long series of MEDIA EXECUTIONS WHICH BECAME PIECES OF ENTERTAINMENT CONTENT FOR THE KIDS IN THEIR OWN RIGHT.

This was media as utility and meant that all media touchpoints became ideas to help beat boredom. So…

-Magazine ads doubled up as colouring-in for kids.

-On-line display advertising doubled up as an interactive bowling game.

-Social posts included daily ideas, spot the difference and hide & seek games.

-Radio ads delivered specific boredom busting tips dependent on the weather being sunny or rainy.

-Point of sale became comic foregrounds (the kind of thing you put your head through to have your photo taken at the British Seaside).

-Direct Mail could be folded to become a pirate hat.

And kids were given treasure maps in-store so they could find pictures of characters hidden in the aisles while their parents shopped.

Sainsbury's market share increased year on year.

Post campaign measurement showed that Boredom Busters drove incremental sales of £106m.

Proof that helping, not selling, can be good for everyone.