GOLD: Corn Pops gets Popnetic
After six years of advertising inactivity, Kellogg’s wanted to reintroduce Corn Pops by shifting the focus to tweens.
The company charged Starcom MediaVest Group with targeting kids between the ages of 10 and 14, but this presented a challenge – too young for TV but not old enough for Facebook and Twitter.
The demo is starting to expand their media consumption beyond TV. This meant digital had to play a critical role.
The campaign focus was the new Corn Pops “It’s Popnetic” platform (it’s kinetic, it’s phonetic and it’s magnetic). It started with online drivers to the brand site. In a series of media firsts, the agency leveraged the webcam as a means to spark tween conversation more directly and in real-time. For 80% of Canadian tweens, the number one social media was online instant messaging (IM).
The agency employed advanced motion-control technology to create a totally new IM experience, partnering with MSN Messenger. As tweens logged on, they were prompted to play a real-time game within the actual chat. With their webcams activated, they see each other, but a kitchen table is projected between them with an empty bowl on either side. To play, tweens use their mouse to fling Corn Pops at their counterpart. Using their heads, they bounce the flying Corn Pops into the bowl. (A non-webcam version of the game was also available.)
The Corn Pops site attracted more tweens a month in Canada than long-established sites such as Mattel.com, Hasbro.com and Millsbery.com. Volume is up 3% and net sales have popped +5.3%. Truly Popnetic results.
Credits:
Client: Kellogg Canada
Agency: Starcom MediaVest Group
Group Director, Digital: Robin Hassan
Strategy Planner: Jamile Raval
Group Account Director: Randy Carelli
Strategy Managers: Brian Chan, Charlotte Cheng
Media Carrier: MSN, Branded Entertainment Experience Team
SILVER: Canadian Blood Services taps Facebookers’ friends
One in two people will either need blood themselves or know someone who will, yet only 4% of the population donates. It was critical to reposition Canadian Blood Services (CBS) as a brand that can’t be ignored.
Offline, the first-ever Canadian blood icon was created, alerting Canadians to the fact that supplies are low and blood is needed. Online, Bloodsignal.ca was developed, with the goal of attracting 100,000 new donors annually within three years.
To hit donors-to-be, DDB used Facebook Connect linking to the microsite that hosted a personalized video – pulling in statistics, visuals and audio narrative that works around each person’s unique set of friends and activity.
In the first three months, CBS collected over 11,000 units of blood from new donors – exceeding its target by 27%.
Credits:
Client: Canadian Blood Services
Agency: DDB Canada/Tribal DDB/Radar DDB
Creative Directors: Denise Rossetto, Louis-Philippe Tremblay
Associate Creative Director (copywriter): Matt Antonello
Associate Creative Director (art director): Paul Riss
Art Director: Barry Lachapelle
Group Account Director: Nicole Lupke
Account Supervisor: Susan McGregor
Account Executive: Joel Hunking
Producer: Cathy Kim
Director: Ed Lee
Community Cultivator: Danie, Gomez-Ortigoza
BRONZE: Storming Juno gets interactive
Secret Location was tasked with extending the narrative of the docudrama Storming Juno via a riveting site incorporating film clips, photography and CGI. The immersive 360 environment allows viewers to navigate through a 3D setting, where graphical “hotspots” serve as gateways to stories told by Canadian veterans and other witnesses. The film clips then fragment into a 3D interface that serves as a menu for story selection. Clicking each fragment unlocks an actual veteran or eyewitness story from the beach on D-Day.
Credits:
Client: Shaw Media, History Television
Website created by: Secret Location
Executive producer: James Milward
Producer: Noora Abu Eitah
Creative director, lead designer: Pietro Gagliano
Technical director, lead developer: Ryan Andal
Art director, Motionographer: Steve Miller
Developers: Gino Fazari, Michael Phan, John Callaghan, Darryl Cheung
Matte Painters: Jordan Nieuwland, Steve Miller
Writers: Christopher Gagosz, Noora Abu Eitah, James Milward
Designer: Janice Tsang
Photographer: High Probyn
Compositions/sound design: Lodewijk Vos
Editors: Jason Lord, Jonathan Lall
Research by: The Historica-Dominion Institute, Entertainment One, Windup Filmworks, Secret Location
Music by: Daniel Pellerin, Mark Stewart
Voice-over talent: Ben Muir
Jump to:
