Name of Campaign: Cadbury Dairy Milk Martians Name of Entrant: Plato Communications Category: PR for an existing product Client: Cadbury Dairy Milk

Transcription

1 Name of Campaign: Cadbury Dairy Milk Martians Name of Entrant: Plato Communications Category: PR for an existing product Client: Cadbury Dairy Milk (Mondelez SA)

2 2018 PRISM AWARDS ENTRY Cadbury Dairy Milk Martians Consumer PR for an existing product OPENING STATEMENT In 2017, South Africans saw the Cadbury Dairy Milk (CDM) Martians TV commercial come to life through an integrated consumer campaign - buy any 4 promotional slabs to get a free Martians figurine. Plato supported the campaign through a tease and reveal strategy, generating significant media exposure and hype, while building anticipation and momentum throughout the campaign. While building on the brand proposition to Experience Joy Like Never Before sales reached interstellar proportions with over 700 tons in incremental volume sold. To date, the most successful sales driver in CDM South Africa history. OPPORTUNITY/PROBLEM The new Martians TVC demonstrated the Joy of eating CDM chocolate for the first time. CDM capitalised on this expression of joy by devising a campaign to attract new users and drive sales by incentivising purchase with 5 Martian figurine collectables. The opportunity - Plato to implement a plan that would amplify the new TVC and create demand for the figurines through a national PR drive Cadbury Dairy Milk Martians Prism Entry Plato Communications 1

3 RESEARCH & TAKE-OUTS: Collectible promotions: Stikeez boosted Pick npay s sales by 12% since Checkers also had great success with their Little Shop collectibles, supporting the effectiveness of pester power theories. This evaluation informed Plato that while popular, competition does exist within collectible promotions and we would have to apply clever tactics to avoid me too perceptions and coverage for what was essentially a sales driver Legal: Review of the Mondelez Marketing to Kids policy to understand how this would impact our channel selection and strategy Mechanics: Interrogation of the layered purchase and figurine redemption process to ensure effective communication of campaign mechanics Themes: Find related hooks or themes that would pique curiosity and keep our audience interested PLANNING OBJECTIVES Launch Martians TVC and collectibles campaign to media and consumers to maintain interest throughout the 6-month campaign period. MEASUREMENT Secure coverage across print, broadcast, online and social channels with expected ROI of 3:1 (1:1 ratio). Ensure a minimum of views of the TVC. Utilise Martian landing activation to create talkability and demand for the figurines. Amplify Martians Mall activations to drive talkability and feet through media and influencers. Good media attendance in line with client s expectations, resulting in event and #SweetInvasion trending Foot traffic to exceed 4000 people and positive engagement with PR generated content Secure an interview with a marketing publication. A tier 1 profiling opportunity for client to speak to the full 360 campaign Manage any consumer crisis that may arise. Support customer care, conduct client consultation and or implement reactive plan. Support the sales objectives of the campaign. Measured increase in CDM sales figures Target audience LSM 6 8, years old 2018 Cadbury Dairy Milk Martians Prism Entry Plato Communications 2

4 Messages Tease: A new discovery found on Mars A #SweetInvasion is coming Reveal: View CDM s new Martians TVC Experience Joy like Never Before Arrival: The Martians have landed! Buy 4 CDM slabs from any store countrywide, enter the unique codes on the microsite and receive a redemption code to claim a free Martian figurine from any Engen Quickshop nationwide. Meet the Martians at a mall activation near you. Communication channels Magazines Newspapers Newsletters Blogs Community newspapers Radio Influencers Social Media Sampling Launch Event Press Packs Management consultation After inter-agency alignments, Plato strategised, presented and implemented all PR activities. During implementation, Plato had weekly status meetings with client and support agencies. Strict content approval processes were managed to ensure the integrity of the brand was upheld. Budget: R Cadbury Dairy Milk Martians Prism Entry Plato Communications 3

5 EXECUTION PHASE 1: Tease & Reveal The new CDM TVC launched across social, digital and TV on 6 March One week prior, PR teased consumers using credible media, social and influencer partners, by spreading a rumour that a new discovery was made on Mars and that a SWEET INVASION WAS COMING. Plato selected and secured YOU, Drum, Move, Sowetan Live and a variety of community newspapers, who boosted the rumour and later revealed the TVC across their print, online and social platforms. The Sowetan Street Sampling induced trial of CDM to new users on the day of the TVC reveal - linked to print advertorial Cadbury Dairy Milk Martians Prism Entry Plato Communications 4

6 Influencers Mandla Maseko, First Black African in Space; Ayanda Thabethe, Presenter and Jessica Nkosi, Singer used their social media to create intrigue during the tease and finally revealed the TVC. Mandla Maseko also conducted a Metro FM interview to create context around Mars and space travels, ultimately punting the Martians TVC Cadbury Dairy Milk Martians Prism Entry Plato Communications 5

7 To close the loop, a Martians Reveal Press Pack with interactive Astronaut Helmet, CDM Product, TVC and Press Release was issued to Consumer, Lifestyle and Marketing media. PHASE 2: Landing, mall activations and collectible figurines The Martians landing activation was set for 3 rd June in Johannesburg. The day prior a staged protest created hype about the landing and Plato lobbied with media to secure exposure Cadbury Dairy Milk Martians Prism Entry Plato Communications 6

8 On 3 rd June, to witness the Martian s spaceship landing and launch of the collectible figurines campaign, Media and Influencers were treated to an interstellar themed event at Hard Rock Café on Nelson Mandela Square. Social media activity, using #SweetInvasion, created national hype Cadbury Dairy Milk Martians Prism Entry Plato Communications 7

9 A Joy Rocket Press Pack was issued to guests on the night and to broader media the following day. Pack included, CDM Chocolate, 1 of the 5 Martians with a character introduction flyer and infographic on campaign collection and redemption mechanics. Finally, South Africans had the chance to meet the Martians at 12 nationwide mall activations. PR created interest and hype for these activations by lobbying with influencers, radio, bloggers and community media to attend and share news Cadbury Dairy Milk Martians Prism Entry Plato Communications 8

10 CHALLENGES/ADJUSTMENTS Consumer complaints resulted from incorrect figurine redemption information passed on to consumers by Engen staff. This lead to confusion and anger on social media and via Cadbury Customer Care. Plato consulted with client to devise a crisis communications plan which included a care package with full set of Martians and CDM chocolate be sent to each consumer complainant. EVALUATION Through careful selection of relevant media and influencers partners who helped tell the story of the Martians, their love for CDM and their journey to Earth, PR delivered on the campaign objectives and desired results. OBJECTIVES Launch the Martians TVC and collectibles campaign to media and consumers to maintain interest throughout the 6-month campaign period. MEASUREMENT Campaign exposure on relevant mass reach platforms, including Broadcast, Print, Online, Blogger and Social Media resulting in R AVE and 5:1 ROI (1:1 ratio) Successfully maintained interest with selected media following the Martians journey from arrival to departure, achieving over 250 pieces of coverage. Utilise Martian landing activation to create talkability and demand for the figurines Amplify Martian Mall activations to drive talkability and feet through media and influencers. Secure an interview with a marketing publication. Manage any consumer crisis that may arise. Support the sales objectives of the campaign. PR Influencer content generated video views of TVC 85 media attended the launch and #SweetInvasion trended #1 throughout the evening. 5 Media and 3 influencer attendance and coverage secured at all 12 mall activations with over 8700 consumers participating in them Secured Maggs on Media at media event to conduct and flight interview Issued Martians Care Packages to 300 consumers complainants, who thanked CDM for rapidly rectifying the matter CDM achieved 24% volume growth and a 3 year share high [TOTAL WORD COUNT 1200] 2018 Cadbury Dairy Milk Martians Prism Entry Plato Communications 9

11 SNAP SHOT OF EXPOSURE 2018 Cadbury Dairy Milk Martians Prism Entry Plato Communications 10

12 2018 Cadbury Dairy Milk Martians Prism Entry Plato Communications 11