Mars Promo, Case study BITESIZE BIG NIGHTS IN by Mediacom London

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BITESIZE BIG NIGHTS IN

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Industry Chocolate
Media Promo & PR, Case study
Market United Kingdom
Agency Mediacom London
Director Oliver Seares, Bruce Mcgowan, Nina Farrell
Released February 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: MARS
Product/Service: BITESIZE MULTIBRAND
Date of First Appearance: Mar 1 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Director: Oliver Seares (MediaCom)
Associate Director: Simone Galletley (MediaCom)
Director: Bruce Mcgowan (Zenith Optimedia)
Manager: Jacquelyn Moulds (Zenith Optimedia)
Director: Nina Farrell (AMV)
Media placement: TV (1x5weeks Burst) - ITV, C4, C4+1, FIVE, ITV, Multi-Channel - 18th July 2010
Media placement: TV Sponsorship - Harry Hills TV Burp, Ant & Dec's Push The Button, ITV1 And Multi-Channel - 31st January 2010
Media placement: Press (8 Months) - TV Guide - 25th April 2010
Media placement: Digital - Banner Ads, Campaign Website, Facebook Page - February 2010
Media placement: On-Pack Promotion - On product - July 2010

Insights, Strategy & the Idea
FAMILIES DEVOUR SNACKS WHILE WATCHING TV – BUT NO ONE “OWNS” THIS OCCASION. COULD MARS?

Mars is the major player in the “bitesize” chocolate category, with Maltesers, M&Ms, Minstrels, and Revels collectively taking a dominant market share. But our position was under attack. New bitesize products from own-label brands and confectionary giant Cadbury were attempting to capitalize on the change in eating habits from “on-the-go” to “in-home”. Mars needed to demonstrate category leadership more than ever.

Mums love it when families get together, and she’s the driver behind these occasions. Our research showed that one of the few times that busy families gather together during the week is to watch TV on Saturday night – the perfect time to share a bag of bitesize chocolates. We decided to combine Mars’ bitesize brands’ budgets for the first time, to make them the first choice to accompany a family night in front of the TV.

Creative Execution
OUR INNOVATION WAS TO BRING FOUR MARS BRANDS TOGETHER - FOR THE FIRST TIME EVER - TO DOMINATE SATURDAY NIGHT FAMILY-VIEWING TIME

We dominated Saturday night TV through the sponsorship of two major ITV programmes, Ant and Dec’s Push The Button and Harry Hill’s TV Burp. We also bought spots in key Saturday night properties X Factor and Britain’s Got Talent.

Weekly magazines are a great way of reaching mums, and their TV listings are key for navigating family viewing. We inserted TV calendars for families to plan their viewing, with mini-stickers (in the shape of Mars’ bitesize chocolates) so they could highlight their top shows in the mags. And we created editorial showcasing the top family TV of the week.

Finally, we partnered with DVD rental chain Blockbuster to offer bitesize buyers free rental. This was supported on-pack, with a TV campaign and in Blockbuster stores across the UK.

Results and Effectiveness
IT WORKED! MARS NOW HAS DOUBLE THE MARKET SHARE OF ITS NEAREST COMPETITOR

Our promotion with Blockbuster drove 44% incremental sales versus the previous year.

Total sales grew by almost 10% in 2010.

Analysis of buyer profiles shows that this growth came almost exclusively from families, our key target audience.

Our decision to combine budgets paid off - we saw growth across all brands in the range.

Importantly we thwarted Cadbury and own-label attempts to crack the bitesize category and reinforced Mars as the perfect accompaniment to a big night in.