POSITIVE THINKING by MV42 Degrees for Post

Adsarchive » Promo , Case study » Post » POSITIVE THINKING

POSITIVE THINKING

Pin to Collection
Add a note
Industry Breakfast Cereals & Flakes
Media Promo & PR, Case study
Market United States
Agency MV42 Degrees
Released December 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: POST
Product/Service: CEREAL
Date of First Appearance: Jan 1 2011
Entrant Company: MV42 DEGREES, New York, USA
Entry URL: http://telemundo.com/pensemospositivo
: Andrea Slodowicz (MV 42)
: Christina Meza (MV 42)
: Yajaira Lantigua (MV 42)
: Mike Foley (Post)
: Jennifer Mennes (Post)
Media placement: TV campaign - Telemundo, Mun2 - 1 jan 2011
Media placement: Radio - Univision - 31 jan 2011
Media placement: Out of Home - Houston, Dallas, Los Angeles - 31 jan 2011
Media placement: Digital - facebook, telemundo.com - 31 jan 2011

Insights, Strategy & the Idea
Our goal was to get Honey Bunches of Oats to #1 market position. After 15 years of marketing to Hispanics, we decided to challenge the market giants who had deeper pockets and longer heritage. But amidst 2011’s economic downturn, would we cobbler these Goliath brands?

We discovered with research that Latinas seek positive affirmation. From the traditions in faith that ground them to the escapes of reading a horoscope or inspirational quotes, they searched for daily good fortune. Our solution was to approach and convince up and coming Latin heartthrob actor and Grammy singer, Jencarlos Canela, to create a song that affirmed the positive. By transforming positivity into something everyone can consume, we created a habit that started the day with good breakfast and good fortune.

Latinas loved the song, everyone consumed positivity and a sweepstakes that included Jencarlos photo on the cereal boxes began outselling the competition.

Creative Execution
We convinced up and coming star Jencarlos Canela to write an inspirational song about being positive that connected to Latinas’ belief in good fortune. The campaign’s original content included customizable versions of Canela’s inspirational song, a branded music video, behind the scenes footage and photography, and ten in-show integrations throughout two major television networks. Also, local radio interviews and DJ pushes, a VIP concert sweepstakes, free mobile ringtones and music downloads were made available to consumers. All content was available on Facebook.com/PensemosPositivo, where the conversation and the consumer’s access to their favourite celebrity continued to push the positive message and the brand. We also distributed over 4 million specially marked Bilingual cereal boxes featuring Jencarlos and a chance to win a VIP concert in Miami with the singer – marking the first time in the brand’s history that a celebrity OR Hispanic talent was debuted on box with a bilingual message.

Results and Effectiveness
Honey Bunches of Oats defeated cereal giants and tied to #1 in March 2011. With impressive in-market results, the cereal is the fastest growing trademark with Hispanics in the ready-to-eat cereal category over the past two years, since our first integration. The cereal’s social media platforms enjoyed gains with Latinas: its Facebook page grew exponentially over 8 weeks, surpassing U.S. Anglo market in consumer interactivity with comments, ‘likes’, video views and downloads resulting in over 860, 000 branded impressions. The sweeps registrations exceeded expectations given payoff and promotional airtime for consumers. Hispanics now represent 24 percent of their business.