Brand Experience and Activation > Product & Service

NO NUTS NO GLORY

INGO STOCKHOLM, Stockholm / KRAFT / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

Starbar is a fairly new product in Marabou's range, and this is the launch campaign. The ambition was to attract young men aged 18-25, current Snickers consumers. This is a narrow target audience of only about 350,000 individuals. The ambition was to reach as many of them as possible, as Starbar is the first suitable product in Marabou's portfolio for targeting this group specifically. Confectionary counter-lines are to a great extent purchased on brand affinity, and our strategy was to quickly build consumer engagement with the target audience, preferably getting them to spread our message through social media.

Effectiveness

Out of a total target audience of approximately 350,000 people (Sweden only has 9m inhabitants), we got over 214,000 to visit the campaign site. Over 6,000 of these actually participated in the competition, contributing content. Consumers spent more than 10,000 hours on the campaign site, providing and rating content. With the content spreading in social and traditional media, we received a total of over 120m impressions, generating free media at an estimated value of over $2m. During the campaign period, sales increased by 16% compared to the previous month.

Implementation

The concept 'No Nuts, No Glory' challenged the target audience by asking 'Got what it takes to impress Megan Fox?' The campaign was a 3-week challenge for young males to upload cool, funny and interesting content to our campaign site, to impress Megan Fox . The best contributions received points and comments from Megan Fox herself, but you could also earn points by spreading your content and getting friends' votes. At the end of the campaign, the person with the most points got to meet with Megan Fox, in person, in LA - the ultimate prize for this target audience.

Relevancy

Starbar is a peanut packed 'chocolate energy bar', similar to Snickers in that it is consumed as a meal replacement or for extra energy. This led to the overall concept of 'No Nuts, No Glory'; if you are hungry you act like a chicken; if you've had your Starbar, nothing is impossible. Within this target audience, traditional advertising messages are losing their effect, and in order to succeed, we needed to generate true involvement. By providing a fun challenge with a strong social media component, and by offering the ultimate prize, we ensured that our target audience would get involved in the campaign.

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