Royal Promo, Case study UPSIDE-DOWN WORLD by J. Walter Thompson San Jose

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Industry Baking, Cakes & Desserts
Media Promo & PR, Case study
Market Costa Rica
Agency J. Walter Thompson San Jose
Creative Director Christian Caldwell
Art Director Alfredo Enciso
Creative Pablo Castillo
Released August 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: KRAFT
Date of First Appearance: Aug 14 2009 12:00AM
Entrant Company: JWT COSTA RICA, San José, COSTA RICA
Creative Director: Christian Caldwell (JWT)
Art Director: Alfredo Enciso (JWT)
Creative: Pablo Castillo (JWT)
Animation Director: Daniel Perdomo (Caramba)
Media placement: TV Campaign - TV - 14/08/09
Media placement: Web Site - Internet - 14/08/09

Results and Effectiveness
We won a game only a few managed to win: Sales growth of over 4% on the whole confectionary and snacks market. Over 87,000 visits to our website. And as our special “mission accomplished”, we had the kids actively seeing our ads and avoiding changing the channel.

Creative Execution
The campaign was divided in different commercials telling the imaginary adventure of two siblings empowered by the magic of Royal Gelatin. This story’s name was “The Upside-Down World” and ads were broadcast as small segments of the story. Each commercial ended with a challenge for the kids to solve. To do it, they had to get into the website and vote for the different magical powers the story's characters had. The storyline of each new chapter was created by the kids' online votes. The website also contained video games for the kids to play and also to try out the characters’ different powers before choosing one. Now they could make sure the story would keep going the right way so their game didn't end on “game over”.

Insights, Strategy & the Idea

Every year Kraft launches a TV campaign for their Royal Gelatin Brand. But let's be honest, it's getting harder to keep kids interested in advertising, especially if we're talking about a product that's not exactly entertainment. So, each new campaign becomes a new challenge for both the agency and the client: How to beat video games, movies and action figures? The goal was clear: Create a strong concept for Royal Gelatin getting kids to spend their time with us, and asking their parents for Royal Gelatin. The Idea: Create the first TV campaign in the country that will make the kids think, play and interact with our brand, just like they do with videogames.