Crunchy Nut Promo, Case study THE WORLD'S LARGEST CUCKOO CLOCK by Lapiz Chicago

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Industry Breakfast Cereals & Flakes
Media Promo & PR, Case study
Market United States
Agency Lapiz Chicago
Chief Creative Officer Susan Credle
Associate Creative Director Dave Derrick
Creative Director Reed Collins, Derek Sherman, Bob Winter
Art Director Stephanie Simpson, Ryan Dillon
Copywriter Derek Sherman, David Schermer
Designer Dan Forbes
Producer Sean Blair
Account Supervisor Jason Kim, Rachel Winer
Released January 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: KELLOGG'S
Product/Service: CRUNCHY NUT
Date of First Appearance: Jan 29 2011
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Reed Collins (Leo Burnett Chicago)
Creative Director/Copywriter: Derek Sherman (Leo Burnett Chicago)
Creative Director: Bob Winter (Leo Burnett Chicago)
Associate Creative Director: Dave Derrick (Leo Burnett Chicago)
Copywriter: David Schermer (Leo Burnett Chicago)
Art Director: Ryan Dillon (Leo Burnett Chicago)
Art Director: Stephanie Simpson (Leo Burnett Chicago)
Designer: Dan Forbes (Leo Burnett Chicago)
Creative Collaborator: Matt Walsh (Leo Burnett Chicago)
Agency Producer: Ellie Simcoe (Leo Burnett Chicago)
Production Company: (Native)
Producer: Sean Blair (Native)
Digital Agency: (Biggs-Gilmore)
PR Agency: (Ketchum)
Account Supervisor: Rachel Winer (Leo Burnett Chicago)
Account Supervisor: Jason Kim (Leo Burnett Chicago)
Account Manager: Erin Ensign (Leo Burnett Chicago)
Account Manager: Jonathan Linton (Leo Burnett Chicago)
Account Manager: David Shuck (Leo Burnett Chicago)
Media placement: Promotional Event - Hollywood & Highland, Los Angeles, CA - Next To The Kodak Theater - 29 January 2011

Insights, Strategy & the Idea
The assignment was to launch Kellogg’s first new cereal in a decade into one of the most crowded categories in the supermarket. We needed to stand apart from the standard health claims of adult-targeted cereals, so targeted not a demographic, but a personality: “taste enthusiasts”-- people who don’t wait to enjoy food. We wanted them to see Crunchy Nut as a brand created for them. We told them they don’t have to wait until breakfast to eat Crunchy Nut, because wherever you are, It’s Morning Somewhere. The target took “It’s Morning Somewhere” as an anthemic call, reframing Crunchy Nut from a breakfast to an anytime food.

Creative Execution
We brought “It’s Morning Somewhere” to life by building the World’s Largest Cuckoo Clock, in the middle of Hollywood Boulevard. For 24 straight hours, one comedian emerged from the clock every hour as a character from a place in the world where it was currently morning, announcing, ‘It’s 3pm here, but it’s morning in China’.

Representatives from the Guinness Book of World Records and a celebrity entertainer kicked off the event and promoted the Cuckoo Clock on the news.

Sampling and photo booths let people take pictures of themselves in funny mornings around the globe, and post them online.

The event streamed live on Facebook. Consumers across the country discovered and interacted with the brand, suggesting performance ideas which our comedian actually responded to from the clock.

Results and Effectiveness
The Crunchy Nut Cuckoo Clock was a tremendous success. It trended on Twitter. The live streams had 154,000 views with an average viewing time of 6 minutes. The event garnered 176 million earned media impressions. Crunchy Nut’s Facebook fans increased 2,500% during the weekend of the event.

The event launched Crunchy Nut, a new brand, to a 0.9% market share of the entire US cereal market in just its first month on the shelves.