ART AWARDS by Henderson Bas Kohn for Smarties

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ART AWARDS

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Industry Shows, Events & Festivals, Chocolate
Media Promo & PR, Case study
Market Canada
Agency Henderson Bas Kohn
Creative Director Ryan Wolman
Art Director Jason Chesebrough
Copywriter Keith Prestwich, Noah Feferman
Designer Ryan Macpherson
Released May 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NESTLÉ
Product/Service: SMARTIES
Agency: HENDERSON BAS
Date of First Appearance: May 1 2010
Entrant Company: HENDERSON BAS, Toronto, CANADA
Chief Creative Officer: Kathy Kohn
Creative Director: Ryan Wolman
Art Director: Jason Chesebrough
Designer: Ryan MacPherson
Copywriter: Keith Prestwich
Copywriter: Noah Feferman
Project Manager: Christina Ritza
Project Manager: Stefany Pearce
Account Manager: Angie Low
Flash Developer: Justo Tellez
Flash Developer: Jamie
Developer: Sean MacDonald
Strategy: Kathy Kohn
Technology: Amit Saxena
Information Architect: Christine Ganesh
Quality Assurance: Nigel D'Souza
Quality Assurance: Emily Weins
Media placement: Online - http://www.facebook.com/SMARTIES.ca - 1st May 2010

Insights, Strategy & the Idea
Acquire 100,000 Canadian fans on Facebook 10,000 (10% conversion) of distributed art awards.

Insight: Teens seek reasons to interact with each other on Facebook.
Creative Strategy: Socially generate acquisition by giving teens a reason to reach out to friends with creative inspiration, discovery and rewards.
Offer: Bragging rights, Award badges, SMARTIES for a Year Prizing.
The Big Idea: “There’s art in SMARTIES”.

Creative Execution
Creative Execution: SMARTIES Everyday Art Awards.
The highly relevant creative execution associated the colours of SMARTIES with art. There’s an artist’s pallet in every box of SMARTIES. There literally is art in SMARTIES!

Results and Effectiveness
135,000 fans on Facebook (35% above objective) 17,000 (13% conversion) of distributed art awards (20% above objective)