To launch a product, both trial and awareness are vital.This activation was able to do both on a large scale. On-air, both kids and their parents now understood that Allen’s now had a ‘better for you’ confectionary product.The on ground auditions in Australia’s largest shopping centres provided a key sampling opportunity.For those die-hard fans who couldn’t get enough on air or make each audition could catch-up online for all the latest images and contestants progress.

Capitalising on family moments was the key to launching the new all natural confectionary product to a dual audience: kids and the main grocery buyer. Australian Idol provided such an environment.The goal however, was to cut through sponsorship clutter by engaging the youth like they have never been engaged before

- This activity returned 52 minutes of dedicated prime time Idol programming. - Media value of brand impressions equalled return on investment greater than 900%- Achieved trial objective with 20,000 ‘snacks’ distributed- Allen’s scored the highest unprompted sponsor awareness with 22%

The message driven activity actually became the media as dedicated segments were built into the main body of the Australian Idol program, reaching viewers when they are fully engaged.

Allowing the Australian Idol’s youngest fans to live their Idol dream was an untapped opportunity. All engagement elements of the program; auditions, voting, music downloads were targeted to a 16+ audience. A search for the most ‘naturally’ talented 5-12 year old allowed us to position Allen’s as now offering a natural product without talking about actual ingredients. The fun elements also allowed Allen’s to match the brand personality of the main competitor brand Natural Confectionary Company to whom they had been losing market share.