Fresh Meals DM DINNERTIME by Ldv United

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DINNERTIME

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Industry Pre-Cooked Meals & Frozen Food
Media Direct marketing
Market Belgium
Agency Ldv United
Associate Creative Director Sam De Vriendt
Creative Director Kristof Snels
Art Director Manuel Ostyn
Copywriter Pieter Staes
Client Service Director Ann Hostens Elke Janssens
Illustrator Konrad Dobson
Strategic Planner Katleen De Vlieger
Released February 2011

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: FRESH MEALS
Product/Service: READY MEALS
Agency: LDV UNITED
Date of First Appearance: Feb 1 2011
Entrant Company: LDV UNITED, Antwerp, BELGIUM
Entry URL: http://www.comeacasa.be
Marketing Manager: Ingeborg Koenraadt (Fresh Meals NV)
Senior Brand Manager: Nathalie Vlaeminck (Fresh Meals NV)
Creative Director: Kristof Snels (LDV United)
Associate Creative Director: Sam De Vriendt (LDV United)
Copywriter: Pieter Staes (LDV United)
Art Director: Manuel Ostyn (LDV United)
Account Executive: Tim Janssens (LDV United)
Client Service Director: Ann Hostens (LDV United)
Online Strategic Planner: Kristof Janssens (LDV United)
Strategic Planner: Katleen De Vlieger (LDV United)
Online production: Robby Geybels (Make Agency)
Online production: Bregt Rogiers (Make Agency)
Illustrator: Konrad Dobson (Konrad Dobson)
Media placement: Website Www.comeacasa.be - Online - 17 January 2011
Media placement: TV 30" Campaign - 80 Personalized Commercials - VTM, 2BE, VT4, VijfTV & Vitaya - 31 January 2011
Media placement: E-Mailing Database - Wegener Dbase - 19 January 2011
Media placement: Bannering & Online Redactional Articles - Flair, Libelle, ... - 17 January 2011
Media placement: Point-Of-Sales Material - Multiple Supermarkets - 17 January 2011

Describe the brief/objective of the direct campaign.
Come a Casa is a brand that provides healthy readymade meals. It's the ideal dinner alternative to enjoy with the whole family. Come a Casa's long-term mission is to unite people around the table, providing them pleasant and sociable dinner moments. In short: being the social facilitator.

But as you probably know, getting the whole family around the table nowadays isn't always that simple. Dinner's ready but the kids are still glued to the television, they want to watch 'just' a little bit longer.
And screaming your lungs out as a mom doesn't always do the trick.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We invented "Dinnertime", an innovative website where moms and dads got to record their own TV commercial. After recording their personal commercial, they were asked to pick out the TV channel their children always watch, as well as the exact date and time of the airing of the commercial. A lot of parents started uploading their commercials to surprise their offspring. Logically we also wanted to make them share it with their friends via Facebook or Twitter.

We communicated this special website through tag-on tv commercials, point-of-sales material, on-pack stickers and redactional articles in online women's magazines.

Explain why the creative execution was relevant to the product or service.
Not getting kids around the table is a recognizable old sore for families. Dinnertime was an insightful answer to that realistic problem, which put Come a Casa's products and mission right in the heart of the target audience (families with kids).

Next to this core target audience a lot of other people also participated just because it was an amusing experience to record a personal commercial and seeing it on TV. It was their 30 seconds of fame.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Just in two weeks 71.000 unique visitors visited the site and 1500 creative commercials were uploaded.
A total of 80 different commercials were aired on national television reaching more than 1 million contacts. By exposing 'average Joes’ on TV, Come a Casa got talk of town among the core target audience and beyond.