Primo Promo, Case study TAKE A MOMENT AND CHILL by Colenso BBDO Auckland

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Industry Milk
Media Promo & PR, Case study
Market New Zealand
Agency Colenso BBDO Auckland
Released June 2010

Credits & Description

Category: Fast Moving Consumer Goods
Product/Service: FLAVOURED MILK
Date of First Appearance: Jun 1 2010
Entrant Company: OMD NEW ZEALAND, Auckland, NEW ZEALAND
Managing Partner: Andrew Reinholds (OMD)
Group Business Director: Lee-Ann Morris (OMD)
Business Director: Fay Laurenson (OMD)
Digital Business Manager: Michael Te Young (OMD)
Senior Account Manager: Kelly Rosnell (OMD)
Account Manager: Nick Dykes (OMD)
Digital Account Executive: Luke Smith (OMD)
Planning Director: James Hurman (Colenso BBDO)
Group Account Director: David Bowles (Colenso BBDO)
Account Manager: Jo Underdown (Colenso BBDO)
Account Manager: Krystel Houghton (Colenso BBDO)
Media placement: TV - TVC - 6 June 2010
Media placement: Internet - Content - 6 June 2010
Insights, Strategy & the Idea
Sales of flavoured milk brand PRIMO were in decline at minus ten percent year on year.
Research told us that young guys were drinking a lot less of the product than they used to. When we spoke to them, it became clear they had no understanding of the brand and how it fitted into their daily lives.
Young guys do everything at one hundred miles an hour. We recognised that milk’s unique calming qualities made PRIMO the perfect drink for when guys want to take a moment away from the action to chill.
Our new brand story was born: PRIMO. Take a moment and chill.
We wanted the PRIMO campaign to become a natural extension of the entertainment young guys were already into. We also needed to be around action so we could put our message in context to demonstrate PRIMO’s new reason for being.
Creative Execution
Guys love music, cars and gaming.
We partnered with New Zealand’s only dedicated 24/7 music channel, creating our own chilled out Sunday show. Each week musicians would drop in to jam with the hosts and talk about how they relax on Sundays. We created 5 second TVCs introducing chilled out videos that were strategically placed to play following a heavy rock track. These TVCs ran across the entire channel.
We developed interviews with local personalities that ran as content on New Zealand’s most popular gaming and car websites. In the interviews, our personalities talked about how they liked to chill out and relax.
Catching up on your favourite TV shows online continues to grow. We partnered with TVNZ and created a new advertising unit delivering our Primo message whenever anyone pressed the pause button.
Finally, we worked with X-Box to run PRIMO messages within the action replays from the game.
Results and Effectiveness
A short six months after re-launching PRIMO in June 2010 the brand’s performance has been nothing short of remarkable, turning previous declines of 7.9% in volume (litres) and 9.9% decline in dollar growth into an average 30% increase of volume and dollar growth.