Cannes Lions

Storm Chasers

MEC GLOBAL, New York / CAMPBELL'S / 2017

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Overview

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Credits

Overview

Description

Proprietary agency research confirmed that one of the top 3 triggers for soup consumption is cold weather: it’s the reason 21% of soup purchasers are triggered to buy.

Digging deeper under that data, we found our real insight: unlike any other hot food alternative for winter weather eating, people find it reassuring to open the same red and white Campbell’s Soup can their moms used to because those memories warm the heart, just as much as the tummy. Viola!

Execution

Digital: In an industry-first, Campbell’s partnered with IBM Watson and The Weather Channel to create cognitive digital display ads that dynamically served cold weather recipe suggestions when temperatures met storm parameters.

Television: TV ads ran only when a major storm was forecast. Plus, creative was customized in real-time: ‘Winter Storm Jonas hits tomorrow: do you have enough Campbell’s soup to make it through?’

Out of Home: To reach consumers stocking up on fuel before storms, gas station video screens served Campbell’s messaging when a storm was imminent, and helped people locate Campbell’s products nearby.

Search: Geo-targeted search ensured Campbell’s was discovered during searches for local storm or cold weather inquires.

Social Media: Real time keyword targeting across Twitter and Facebook ensured Campbell’s became a part of cold weather and storm conversations as they happened. Emoji targeting even intercepted people tweeting weather emoji’s like snowflakes and frozen faces!

Outcome

IBM/Watson

• Watson’s results were genius: 14MM impressions were served in the first month of activity

• 10M one to on consumer engagements on the platform

• 7M recipes generated based on data triggers

Digital

• Since the launch of our weather-triggered campaign, mobile and desktop is outperforming engagement benchmarks by 9X

Gas Station OOH

• For those who recalled seeing a Campbell’s gas station ad, purchase intent increased 12%

Search

• Introducing weather keywords into our search campaign yielded an increase in CTR by more than 7%

Consumer response/Social Listening

• Dubbing storm names into TV ads surprised and delighted--creating extra attention and conversation by people as measured via social listening

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