Royal Promo, Case study HAPPY ENDING by J. Walter Thompson Buenos Aires

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Industry Baking, Cakes & Desserts
Media Promo & PR, Case study
Market Argentina
Agency J. Walter Thompson Buenos Aires
Executive Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Creative Director Ariel Abadi, Joaquín Ares
Art Director Martin Otonello
Copywriter Ignacio Mendiola - Laura Visco
Released August 2010

Credits & Description

Category: Best Use of Audio
Advertiser: KRAFT FOODS
Product/Service: ROYAL DESSERTS
Date of First Appearance: Aug 22 2010
Entrant Company: JWT ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Pablo Alvarez Travieso / Gonzalo Vecino (JWT)
Creative Director: Ariel Abadi (JWT)
Art Director: Martín Otonello (JWT)
Copywriter: Ignacio Mendiola (JWT)
Agency Producer: Federico Videtta (JWT)
Producer Assistant: Ivonne Anderson (JWT)
Account Manager: Marcos Rico (JWT)
Planner: Mercedes Santesteban (JWT)
Media placement: Radio Spot - Radio FM - 22/8/2010

Insights, Strategy & the Idea
In Argentina, Royal was perceived as a valued traditional brand with an outdated communication. The challenge was to upgrade the brand and position it as what it is: the leading brand of desserts. We had to talk to the mothers conquering at the same time their kids. So we created Happy Ending, a 3D animated TV campaign that worked in a twofold manner: telling the children stories with winks for the moms, where the characters faced fun difficult situations that always had a happy ending.

Creative Execution
The campaign was aired mainly on TV with a huge success, so at the time of thinking in the radio as media we decided to base the work in all the characters of the TV spot with an idea that had the following structure: the people called the radio and chose what characters of the TV spot the wanted to mix and at the same time, they generated more than 20 new stories with their corresponding happy endings.

Results and Effectiveness
The attraction of combining and knowing new stories was a huge success and triggered a big participation of the people through the calls. The radio spots powered the success of the TV campaign and turned the old perception of the brand around, drawing it definitively closer to today’s consumer.
As a result of the campaign, brand recall reached 91%, the perception of modernity went up to 60% and innovation marked 79%. And the market share and sales goals for 2010 were by far higher than those of 2009.