Maxibon DM MAXIBON MAN-CHEW by Publicis Mojo Melbourne

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Industry Ice cream & Cold desserts
Media Direct marketing
Market Australia
Agency Publicis Mojo Melbourne
Director Matt Weston
Art Director Dave Varney
Copywriter Sean Larkin
Designer Neal Latto, Pete Bakacs, David Schaak
Producer Fiona Mcgregor
Released February 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: NESTLÉ
Product/Service: ICE CREAM
Date of First Appearance: Feb 27 2011
Entrant Company: PUBLICIS MOJO, Melbourne, AUSTRALIA
Entry URL:
Creative Director/Copywriter: Michelle Walsh (Publicis Mojo)
Art Director: Dave Varney (Publicis Mojo)
Copywriter: Sean Larkin (Publicis Mojo)
TV Producer: Tuesday Picken (Publicis Mojo)
Digital Producer: Kristy Russell (Publicis Mojo)
Strategy Planner: Tania Farrelly (Publicis Mojo)
Group Account Director: Janie Bartlett (Publicis Mojo)
Account Manager: Sarah Lock (Publicis Mojo)
Account Manager: Julia Flaherty (Publicis Mojo)
Head of Marketing: Camille Meylan (Nestle Peters Ice Cream)
Senior Brand Manager: Anna Jones (Nestle Peters Ice Cream)
Director: Matt Weston (The Pound)
Producer: Fiona McGregor (The Pound)
Designer: Neal Latto (Publicis Mojo)
Designer: David Schaak (Publicis Mojo)
Designer: Pete Bakacs (Publicis Mojo)
Developer: Hugh Campbell (Publicis Mojo)
Print Producer: Trevor Hunter (Publicis Mojo)
Media placement: 1 X 90 Second TVC “Infomercial” - MTV - 27th February 2011
Media placement: 1 X 30 Second TVC - Channel Seven - 27th February 2011
Media placement: Online – Campaign Microsite - - 27th February 2011
Media placement: Direct Mail - Mail - 27th February 2011

Describe the brief/objective of the direct campaign.
MAXIBON, a substantial ice cream snack for guys 18 – 25 with a brand proposition of “More Bite than Lick” was under attack from Magnum who had gone to market with a ‘me too’ Magnum Sandwich product backed with a substantial campaign.
The strategy was:
• To restate MAXIBON’s claim as the ice cream with grunt in an amusing way to build brand affinity with our male target.
• To be visible at key snacking occasions and venues: POS, sporting venues and transit to help drive purchase.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed the Man-Chew, the first ever chew toy for men specially designed to help them exercise their jaw and build up their bite to conquer MAXIBON.
A 90 and 30 second Infomercial introduced the Man-Chew and drove the target to a dedicated microsite where the Man-Chew was redeemable with a MAXIBON product barcode.
Television drove awareness.
Posters situated in and around P&C stores and route locations were used to remind the target on their path to purchase.
POS drove appetite appeal and purchase.
Digital was used in unexpected ways to surprise and interrupt and also to create awareness.

Explain why the creative execution was relevant to the product or service.
A MAXIBON is a substantial ice cream snack. It’s a man-sized eat that’s a combination of ice cream, biscuit, nuts and chocolate coating. The brand’s tag line “For biters not lickers” supports both its size and attitude to life. Therefore, to develop a device that strengthens your jaw so that you can be a ‘biter’ not a ‘licker’ and tackle a treat the size of a MAXIBON is intrinsically linked to the product. The use of an infomercial allowed a hyperbolised product demonstration of the unique qualities of a MAXIBON.

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.
On day 1 the infomercial was viewed more than 1.4 million times on YouTube.
By day 3, the 4,800 Man-Chews were sold out.
So we pulled out our reserve stash of 100 Man-Chews and asked people to tell us why they deserved one.
Even with this more difficult mechanic, results have been outstanding.
At April 18th, 2011, 1,563 people have told us why they deserve a Man-Chew.
Posters have been disappearing from retail outlets and the word “Jawsome” is becoming part of the vernacular.
In the first 3 weeks, MAXIBON sales increased 41% compared to same period in 2010^.