WHEEL OF HARMONY by Leo Burnett Buenos Aires for bon o bon

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WHEEL OF HARMONY

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Industry Baking, Cakes & Desserts
Media Promo & PR, Case study
Market Argentina
Agency Leo Burnett Buenos Aires
Director Nelson Clereci
Creative Director Vidi Sibilla, Rodrigo Ruiz
Art Director Alejandro Barredo
Copywriter Alvaro Lecumberri
Digital Creative Director Max Soria
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ARCOR
Product/Service: BON O BON
Agency: LEO BURNETT ARGENTINA
Date of First Appearance: Dec 9 2010
Entrant Company: LEO BURNETT ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://www.lbdemos.com.ar/wheelofharmony/e/
Chief Creative Director: Seto Olivieri (Leo Burnett)
Creative Director: Vidi Sibilla (Leo Burnett)
Creative Director: Rodrigo Ruiz (Leo Burnett)
Art Director: Alejandro Barredo (Leo Burnett)
Copywriter: Alvaro Lecumberri (Leo Burnett)
Account Executive: Marina Figoli (Leo Burnett)
Digital Director: Santiago Greco (Leo Burnett)
Digital Creative Director: Max Soria (Leo Burnett)
Digital Art Director: Alejandra Bravo (Leo Burnett)
Digital Account Coordinator: Mariana Tabernero (Leo Burnett)
Digital Projects Coordinator: Sofia Saravi O'Keefe (Leo Burnett)
Agency Producer: Francisco Tanto (Leo Burnett)
Director: Nelson Clereci (Gazz)
Media placement: Interactive Campaign (Media: TV + Online + Radio+Social Networks+POS) - TV: Canal 13, America 2, Canal 9, Telefe, Animal Planet, Quiero, TN, Canal 26, CNN, TNT, Sony, Fox L - 9 December 2010

Insights, Strategy & the Idea
The communication objective of this action was to relate the public audience with the brand by means of an affectionate attachment making profit from the end of year celebrations, a moment when the product is consumed.
The target audience is very wide, from children to senior citizens of both sexes and an ABC1 social level, who enjoy family gatherings and sharing moments together.
The insight on which the idea is based is represented by the difficulty that arises when organizing meetings for end of year celebrations.
The customer seeks for a product claim reassurance, which encourages union among people who share this sweet product. This action intends to continue communicating the aforesaid claim, putting within reach a tool to encourage union among people who share the end of year celebrations.

Creative Execution
The solution was to design a roulette that allows to distribute in an equal and random way, all the previous arrangements for the end of year celebrations and so avoid arguments that spring up every year between participants.
We have worked with a channels combination, such as TV, internet and radio to lead traffic to the web page. Then a viral contagious was generated by the audience participation in the action at publishing results in social networks.

Results and Effectiveness
What happened as a result of the communication activity?
There was only one digital communication channel, and the seeding of the preview videos alone achieved 2,246 viewings in one week.
The total amount of visits to the site in one month was 25,358, generating 23,535 unique users and 21,124 roulette turns.
Each user spent approximately 4’47” at the site.
The effectiveness is clear with 83% of the users entering the site and generating roulette games.
Campaign Goal:
Awareness: The presence of the brand during the Christmas holidays (summer in the southern hemisphere) overturned the seasonal effect of a product generally consumed in the winter.