Kexchoklad Case study Is it a Chocolatewaferchocolate or a Waferchocolatechocolate? [video] by Spinn Action Marketing

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Is it a Chocolatewaferchocolate or a Waferchocolatechocolate? [video]

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Industry Chocolate
Media Case study
Market Sweden
Agency Spinn Action Marketing
Creative Director Mats Malmkvist, Nicke Bergström
Art Director Eva-Lotta Bengtsson
Copywriter Christofer Lann
Client Service Director Mattias Wallin
Producer Henrik Hasselbom
Digital Creative Michel Stangl Pira
Released April 2012

Awards

AME Awards, 2013
Products & Services Food, Non-Retail AME Gold Medallion

Credits & Description

Advertiser: CLOETTA
Agency: SPINN ACTION MARKETING
Category: Internet Film Series
Advertising campaign: IS IT A CHOCOLATEWAFERCHOCOLATE OR A WAFERCHOCOLATECHOCOLATE?
Account Manager: Emma Blix Inganäs (Spinn)
Art Director: Eva-Lotta Bengtsson (Spinn)
Marketing Director: Johan Eriksson (Cloetta)
Agency Producer: Marcus Sundqvist (Colony)
Brand Manager: Nina Ekberg (Cloetta)
Creative Director: Nicke Bergström (Vice)
Planner: Tomas Lundgren (Spinn)
Final Art: Ronnie Johansson (Spinn)
Copywriter: Christofer Lann (Spinn)
Producer: Henrik Hasselbom (Redhood)
Creative Director: Mats Malmkvist (Spinn)
Client Service Director: Mattias Wallin (Spinn)
Digital Creative: Michel Stangl Pira (Spinn)
Implementation
-Utilise the ambivalence between categories to launch the same product in two different wrappings, each with a chocolaty and silly-sounding description. Let consumers choose their favourite definition.-Involve and engage the target through a loop between in-store activation and social media, boosted by online video content, to vote for their preferred definition and debate the results on the brand's Facebook page.-Recruit funny upstart TV-celebrity-duo to host the campaign and present the choices of seven fake experts and 30 animals in online videos launched daily for a month to 'guide' voting.
Relevancy
-It was crucial not just to entertain the target but also to make them think about chocolate and create a strong connection to the brand.-A young target demographic meant strong ad scepticism and the need to drive voluntary repeat visits through entertainment, not bribes, and to stimulate engagement and sharing behaviour.-Low budget meant no mass media. Instead, in store activation was used as a 'mass medium' to launch the campaign while selling the product, driving shoppers to the online content and Facebook.-Two wrappings meant double the shelf space and in store exposure. Neat trick.
Outcome
-The campaign became an instant success, making the Facebook page the fastest growing page in Sweden during the campaign, and establishing a solid base of 'friends' for future interaction.-Age skew on Facebook corresponded well to the brief with more than 50% in the designated core target group.-Interaction rate (the share of repeat visits, content sharing and comments generated) was 157% of the average online-campaign in Sweden.-Sales exceeded targets by a wide margin, making the product the third best-selling item nationally, and outperforming global competitors as Twix, Mars and Bounty.
Client Brief Or Objective
-Launch a new product version containing more chocolate in neighbouring category (chocolate bars) with strongly entrenched competition bordering on monopoly.-As it is suicide to launch a head-on-attack, how do we use the brand, Kexchoklad (= wafer chocolate), to sidestep category leaders?-Target the younger segment (15-20 year-olds) to rejuvenate the brand user profile, and avoid cannibalising present sales.-Become at least the 10th bestselling item nationally on launch.