SANDWICH by AMV BBDO London for Walkers

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SANDWICH

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Industry Confectionery & snacks, Chips
Media Direct marketing
Market United Kingdom
Agency AMV BBDO London
Director Declan Lowney
Creative Director Paul Brazier
Editor Alastair Taylor
Released February 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: PEPSICO
Product/Service: WALKERS CRISPS
Agency: ABBOTT MEAD VICKERS BBDO
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: ABBOTT MEAD VICKERS BBDO, London, UNITED KINGDOM
Creative Director: Paul Brazier (ABBOTT MEAD VICKERS BBDO)
Concept: Stephen Coll/Colin Jones (ABBOTT MEAD VICKERS BBDO)
Production Company: (Hsi)
Director: Declan Lowney (ABBOTT MEAD VICKERS BBDO)
Production Company Producer: Simon Monhemius
Editor: Alastair (The White House)
Sound: Aaron (Wave)
Agency Producer: Trish Russell (ABBOTT MEAD VICKERS BBDO)
Agency Assitant Producer: Rebecca Holt (ABBOTT MEAD VICKERS BBDO)
Director Of Photography: Kelvin Richards (ABBOTT MEAD VICKERS BBDO)
Account Handlers: Adam Tucker/Justin Pahl/Kate Gault/Ed Alt Graham (ABBOTT MEAD VICKERS BBDO)
Account Planning: Bridget Angear/Tom White (ABBOTT MEAD VICKERS BBDO)
Media placement: TV - TV - MARCH 2010
Media placement: ONLINE - WALKERS WEBSITE - MARCH 2010
Media placement: PR - TV/NEWSPAPERS/WEBSITE - MARCH 2010
Media placement: ONLINE - YOU TUBE & OTHER ONLINE VIDEO PLATFORMS - MARCH 2010
Media placement: SOCAIL MEDIA - TWITTER & FACEBOOK - MARCH 2010
Media placement: ECRM - N/A - MARCH 2010
Media placement: VOD - N/A - MARCH 2010

Describe the brief/objective of the direct campaign.
In research, British people told us a packet of Walkers crisps makes their lunchtime sandwich more exciting. But, less than one in ten eat crisps at lunch. We decided to change people’s lunchtime behaviour by proving a simple point – that any sandwich is more exciting with Walkers. And we do mean any.

Explain why the creative execution was relevant to the product or service.
Our online films received 1.6 million complete views, which means Britain watched 3 million minutes of content showing how Walkers made Sandwiches more exciting. Sandwich generated £3.2 million worth of media coverage. For the first time, Walkers were given space in the sandwich aisles of Britain’s major supermarkets, helping sell an extra 1.5 million packets of crisps. And we gave the people of Sandwich a day they will never forget.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Believe it or not, there’s a quiet, little village in England called Sandwich. To prove Walkers can make any sandwich more exciting, we planned a series of surprise events to turn the village of Sandwich into the most exciting place in Britain. The events delighted local people, captured the attention of the nation, and became the focus of a massive social media campaign.

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.
Our online films received 1.6 million complete views, which means Britain watched 3 million minutes of content showing how Walkers made Sandwich more exciting. Sandwich generated £3.2 million worth of media coverage. For the first time, Walkers were given space in the sandwich aisles of Britain’s major supermarkets, helping sell an extra 1.5 million packets of crisps. And we gave the people of Sandwich a day they will never forget.