MIO SPEAKERS by Ss+k New York for Mio

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MIO SPEAKERS

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Industry Water
Media Print, Magazine & Newspaper
Market United States
Agency Ss+k New York
Chief Creative Officer Kash Sree
Released September 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: KRAFT
Product/Service: MIO
Agency: SS+K
Chief Creative Officer: Kash Sree (SS+K)
Director Of Production: John Swartz (SS+K)
Art Director/Designer: Min Koh
Studio Producer: Richard Shemo (SS+K)
Senior Producer: Craig von Wiederhold
Media placement: Promotional - On College Campus - 21 September 2011

Describe the objective of the promotion.
MiO, Kraft’s first new brand in decades, was out to redefine the beverage category. The liquid water enhancer gives you the control to add a little or a lot, creating a drink that’s all your own. MiO charged its Millennial target to ‘Make it Yours’, hoping to become part of their arsenal of personalised products and experiences.
To help connect with the elusive target they were expanding into Barnes & Noble College Bookstores to reach them on their own turf. They needed a promotion to make their presence felt on campus and help drive aggressive sales goals in year 1.

Describe how the promotion developed from concept to implementation.
To make our target aware of MiO’s arrival on campus, we turned them into the media, giving students an experience that would transform our little MiO bottle into the big man on campus. Instead of canvassing the entire campus we would give students a canvas for self-expression that would bring MiO back into campus life. To bring this to life we created a ‘Make it Yours’ sampling experience whereby students customised lightly-branded paper speakers in exchange for MiO and a bottle of water that they could also make to their liking.

Explain why the method of promotion was most relevant to the product or service.
The experience of designing the speakers helped students connect the core product benefit of customisation back to the MiO brand. The speakers became a powerful representation of the ‘Make it Yours’ brand positioning, one that turned their introduction to the brand into an enduring experience all semester long.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The MiO speakers reinforced awareness of the product in bookstores, helping to drive sales and contribute to surpassing year 1 sales goals of $85m within 6 months and reaching $135m by year end. The speakers also helped drive engagement with consumers, directing them back to the MiO Facebook page resulting in a 72% increase in ‘likes’ following the promotion.