BUTTERSOFT BUTTERS UP ADELAIDE! by OMD Sydney for Mainland Products

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BUTTERSOFT BUTTERS UP ADELAIDE!

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Australia
Agency OMD Sydney
Released June 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: MAINLAND
Product/Service: BUTTERSOFT SPREAD
Date of First Appearance: Jun 28 2009 12:00AM
Entrant Company: OMD, Melbourne, AUSTRALIA
Entry URL: http://www.mainlandbuttersoft.com.au
Business Manager: Paul Murpy (OMD Melbourne)
Planner / Trader: Valerie Setyana (OMD Melbourne)
Strategist: Lucy Seward (OMD Melbourne)
Strategist: Dasha Vukobratovic (OMD Melbourne)
Media placement: TV - TVC In Suitable Programs - 28/06/2009
Media placement: Radio - Mix 102.3 - 01/07/2009
Media placement: Internet - Mainland ButterSoft Microsite - 01/07/2009
Media placement: Events - Adelaide Central Market - 04/07/2009
Media placement: Train Station Promotions - Adelaide Railway Station - 06/07/2009
Media placement: Out Of Home - Thank You Sign On The Side Of A Mobile Truck - 17/08/2009

Results and Effectiveness
• The number of collected tubs surpassed our expectations by 55%. • The penetration objective was more than achieved: with a whopping 49% increase compared to the pre-promotion period in the local market. • Sales results were amazing: sales went up by 35% in South Australia (versus 25% nationally) • Creating media partnerships instead of buying the media helped us deliver more media value: media ROI was 153%. Mainland Buttersoft Butters Up Adelaide campaign was a great success and as a result of that it will be rolled out in other Australian markets as well.

Creative Execution
There was no existing creative, so another challenge was to leverage our relationships with media partners to create this campaign. The campaign was a sum of many parts: • An online microsite, where consumers could find out about the campaign and give their feedback on the product • Promotional staff delivered the tub swap opportunity to offices who applied via the microsite • A TV call to action, driving people to the microsite • Weekend events where people could swap the tubs • Radio announcements driving attendance at the events • Cooking demonstrations using MBS at the events • Live radio broadcasts from the events • Morning train stations promotions to further increase swapping opportunities for consumers To sustain the campaign, we created a travelling thank you sign on the side of a mobile truck. This was made up of 1000’s of the tubs collected during the campaign.

Insights, Strategy & the Idea
As one of Australia’s fastest growing products in the spreads category, the objective for Mainland Buttersoft (MBS) was to continue growing the brand by increasing household penetration from 9% to 12%. Our target audience were GBs age 40+*, who appreciate natural ingredients and great taste. We discovered from client research that they missed the key benefit of MBS – that it is the only real butter that spreads directly from the fridge, with no oil added. Our strategy was to demonstrate the superiority of MBS over the non-butter spreads consumers were using, knowing that tasting it would drive conversion to MBS and push sales. Our idea was simple – instead of telling the consumers MBS was better, we challenged them to try for themselves. The “Mainland Buttersoft Butters Up Adelaide!” campaign gave consumers the opportunity to swap their current tub of spread, for a brand new one of Mainland Buttersoft.