2010 PRINCE BISCUIT CODE by Saatchi & Saatchi Guangzhou for Kraft

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2010 PRINCE BISCUIT CODE

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Industry Confectionery & snacks, Snacks
Media Direct marketing
Market China
Agency Saatchi & Saatchi Guangzhou
Executive Creative Director Yewfei Cheong
Creative Director Maurice Yang, Elaine Young
Producer Sissy Yang
Released April 2010

Credits & Description

Category: Product Launches
Advertiser: KRAFT FOODS
Product/Service: SNACKS
Agency: SAATCHI & SAATCHI
Date of First Appearance: Apr 15 2010
Entrant Company: SAATCHI & SAATCHI, Shanghai, CHINA
Entry URL: http://www.aobi.com
Executive Creative Director: Yewfei Cheong (Saatchi & Saatchi)
Creative Director: Maurice Yang (Saatchi & Saatchi)
Senior Account Director: Shelley Xu (Saatchi & Saatchi)
Senior Art Director: Andy Lau (Saatchi & Saatchi)
Senior Copywriter: Cecily Yao (Saatchi & Saatchi)
Group Head: Calvin Shi (Saatchi & Saatchi)
Creative Director: Elaine Young (Saatchi & Saatchi)
Head of Sisomo: Ran Yin (Saatchi & Saatchi)
Producer: Sissy Yang (Saatchi & Saatchi)
Media placement: TV Campaign - 30" & 15" - CCTV Kids - 20 July 2010
Media placement: Online Games Campaign - Aobi Island - 23 April 2010
Media placement: In-Store Campaign - Hyper/Supermarkets - 23 April 2010

Describe the brief/objective of the direct campaign.
To launch a brand new biscuit brand across China - and create a connection with young kids that will lead to regular consumption of the product. We target kids aged 6-9, who are in the medium to heavy sweet biscuit snack users, but not Prince users; they choose biscuit snacks for self consumption after school or in leisure time. And to attract new users to experience the magic fun with Prince in our Prince’s Magic World.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Kraft launched a biscuit brand with 10 different shapes with 10 different meanings. It’s a unique biscuit codes that kids can use in real life to engage them and a special language to communicate with friends. We invited kids to take part in an online-game, Prince Planet, where the biscuits (in virtual form) could be used to communicate with each other, and crack codes to unlock the different levels of game. Once the biscuit language became common online, it becomes common in real world, too. And drive continual consumption. The campaign also carried out in TVC & in-store promotion.

Explain why the creative execution was relevant to the product or service.
Kids have social needs like adults, so we have in-depth cooperation with popular kid’s online SNS - Aobi Island to create a Prince Planet. Kids experienced the adventure using biscuit codes via online games. The utilization of virtual incentives using the pin-code on the packs contributed to actual sales.
TVC played an effective role to promote product attributes and how it can play as a special language in kids’ real life. We also developed a series of in-store POSM, a comic book with Prince’s adventures and 3D stickers to promote the biscuit codes. It has successfully stimulated trial and purchase.

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.
Value Share: marketing value share has been lifted from 1.01% (July) to 2.74%(Aug) after the launch of the campaign. It grew 171% in its value share.
Offtake: In RT-mart, the average offtake of Prince Crispy More in Joint Promotion & TVC period was 225. It was +246% better than normal week.
Digital Performance: Total actual participants (Individual IP) has achieved 20,309,859, +67% vs. plan. Daily online time reached 21.9, +155% vs. plan.
Sales Performance: +77% vs. OB (2010. May - 2010.Nov