Kellogg's Promo, Case study SQUARES BANK by Leo Burnett Iberia Madrid

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SQUARES BANK

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Media Promo & PR, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Creative Director Fernando Martin, José Javier Álvarez
Art Director Emilia Bertola, Nico Ordozgoiti, Mamen Rojo, Nuria Silla
Copywriter Cova Diaz
Designer Francisco Javier Martínez
Producer Álvaro Aparicio, Natacha Martín
Account Supervisor Alejandra Gutierrez
Released September 2011

Credits & Description

Category: Best Launch or Re-launch
Advertiser: KELLOGG
Product/Service: SQUARES RICE KRISPIES
Agency: LEO BURNETT IBERIA
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Fernando Martin (Leo Burnett Iberia)
Creative Director: Javier Alvarez (Leo Burnett Iberia)
Art Director: Emilia Bertola (Leo Burnett Iberia)
Art Director: Javier Martinez (Leo Burnett Iberia)
Art Director: Nico Ordozgoiti (Leo Burnett Iberia)
Copywriter: Cova Diaz (Leo Burnett Iberia)
Producer: Natacha Martin (Leo Burnett Iberia)
Producer: Alvaro Aparicio (Leo Burnett Iberia)
Account Director: Maria Ferrandez (Leo Burnett Iberia)
Account Supervisor: Alejandra Gutierrez (Leo Burnett Iberia)
Account Executive: Diana Guijarro (Leo Burnett Iberia)
General Creative Director: Juan Garcia-Escudero (Leo Burnett Iberia)
Art Director: Mamen Rojo (Leo Burnett Iberia)
Art Director: Nuria Silla (Leo Burnett Iberia)
Designer: Javier Martinez (Leo Burnett Iberia)
Media placement: Outdoor: Ambient/ Pop-up Store - Internet - 21/09/2011

Summary of the Campaign
Squares is a chocolate snack that was launched in Spain in 2010 with a traditional campaign that had little or no impact in the snack market. Kellogg's asked us to really study our consumers through a human lens and create a brand purpose in Spain.

The Situation
The snack itself is rectangular but it's called Squares: that was our starting point. We believe that in today´s world less than ever is there space for square minds. What is cool is mixing, meeting tons of people and places, doing a thousand things at once, devouring all kinds of experiences, improvising and being the most multi-platform person possible. Confusing? No, irresistibly contradictory.

The Goal
Squares exists for open minds; it runs from predictability and challenges the young spirit, giving you the energy to be active on a daily basis in today´s creative world.

And that´s how Make Mistakes was born.

The Strategy
We created Squares Bank, the world's first bank that finances your mistakes.

We only accept applicants under 25, the loans do not have to be paid back and we only lend the money to the most original, fun and especially outrageous ideas.

Execution
We finance 5 mistakes on a daily basis and will grant a macro loan of €10,000 to the most outrageous mistake.

We created an actual bank branch, all the POS materials, a mobile bank, and an online bank that made the application process a breeze.

Documented Results
More than 300 daily visits were received in our physical office for 3 weeks, and our mobile office has received more than 4,000 visits, accumulating 3,000 credit appliances.

Our online office became the greatest success, where more than 315,000 visits were counted and reached more than 26,000 fans.

All in all, there were more than 5,677 credit appliances.

Furthermore, the action was a great impact in the media:
- more than 50 minutes on TV and radio.
- hundreds of articles in written press, blogs and online diaries

A total of:
- More than €1m in PR media value
- And a 35% increase in value sales in the first month of the campaign.