Picnic DM IT'S NO PICNIC by GPY&R Melbourne

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Industry Chocolate
Media Direct marketing
Market Australia
Agency GPY&R Melbourne
Executive Creative Director Ben Coulson
Released February 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: CADBURY
Date of First Appearance: Feb 7 2010 12:00AM
Entrant Company: GEORGE PATTERSON Y&R, Melbourne, AUSTRALIA
Entry URL: http://www.itsnopicnic.tv/
Executive Creative Director: Ben Coulson (George Patterson Y&R)
Creative Director/Writer: Jim Ingram (George Patterson Y&R)
Creative Director/Art Director: Ben Couzens (George Patterson Y&R)
Agency Producer: Romanca Jasinski (George Patterson Y&R)
Stephen Joss: Digital Art Director (George Patterson Y&R)
Carrie Burman: Digital Producer (George Patterson Y&R)
Beau Rushton: Digital Developer (George Patterson Y&R)
Jadon Baker: Flash Developer (George Patterson Y&R)
Mike Napolitano: Group Account Director (George Patterson Y&R)
Alice Mason: Account Manager (George Patterson Y&R)
Kate Smither: Head of Planning (George Patterson Y&R)
Luc Wiesman: Head of Digital Strategy (George Patterson Y&R)
Media placement: Website - Australia / NZ (For Content Uploading) - 01/02/2010
Media placement: Television - Australia (National) - 07/02/2010
Media placement: Television - New Zealand - 01/02/2010
Media placement: EDM - Email - 07/02/2010 - Continued
Media placement: Web Banners - WWW - 01/02/2010

Describe the brief/objective of the direct campaign.
In Australia, a Picnic chocolate bar is known for being a mouthful. It’s nutty, chewy, crispy and messy to eat. It’s generally eaten by slightly older males (25-35). The objective for this campaign was to get a younger market to consider the product (16-22). They knew about the bar, they just weren’t eating it…

Explain why the creative execution was relevant to the product or service.
In this world of tweets, posts, blogs, tubes and books there’s a real race for getting yourself out there. This campaign offered the ultimate prize – fame on National television. Not only could the audience make their own personalised ad using our website, they had the chance to get their mug on TV, because every single one of the 200+ TV ads that went to air, was filmed, edited and created by a real person. And each ad directed people back to the website, so more ads could be created…

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Young Aussie males think they’re pretty tough. So we put out the challenge to see if they could finish a Picnic in the space of a TV spot. After all, it’s just a few little nuts, some chocky-choc, caramelly stuff and some teeny-tiny rice crispies…. Surely it can’t be that hard, right?

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.
At the time of submission just over 12,000 ads were created using the website - remember, that’s at least 12,000 Picnics sold just to make the campaign. 207 of these ads made it to national television. The site recorded over 200,000 video impressions, with the average visitor watching at least 4.3 commercials per visit. There were 100,000 recorded tweets and discussions on over 40 different blogs. Importantly, Picnic marketshare has risen from 3.0 to 5.1 since the campaign began, the first time Cadbury has seen a rise for this product in 2.5 years.