Smiths Promo, Case study NO FAKE NUTS by Tribal Amsterdam

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market Netherlands
Agency Tribal Amsterdam
Director Toon Aerts
Creative Director Sikko Gerkema, Sanne Braam
Art Director Daniel Snelders
Copywriter Niels De Wit
Producer Collin Maas
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Product/Service: NUTS
Date of First Appearance: May 17 2010
Creative Director: Sanne Braam/Sikko Gerkema (DDB Amsterdam)
Art Director: Daniël Snelders (DDB Amsterdam)
Copywriter: Niels de Wit (DDB Amsterdam)
Online Production: Red Urban (Red Urban)
Director: Toon Aerts (CZAR)
Producer: Collin Maas (CZAR)
Account Director/Account Manager: Esther te Pas/Ingeborg van de Wouw (DDB Amsterdam)
Advertiser's Supervisor: Cindy Tervoort/Eric Wewerinke/Sophie van Alphen (Duyvis)
Media placement: TV - Television (SBS) - 17 May 2010
Media placement: Online - Online: Youtube, Twitter, Hyves - 17 May 2010

Insights, Strategy & the Idea
Fake is fun as long as your Borrelnootjes® are real.
Duyvis, the market leader of nuts in the Netherlands, is losing more and more market share to private labels. Especially on its core Borrelnootjes® (= snack nuts = coated nuts). Duyvis is
the inventor of Borrelnootjes®, and therefore wants to reclaim its authority by making a statement: only Duyvis has the one and only Borrelnootjes®. And, at the same time, by strengthening the emotional relationship with the target group.
This has led to a fully integrated campaign, in which we give people the chance to experiment with the fun of fake. We give them the opportunity to remake the Duyvis commercial, by
uploading their pictures and pictures of their friends in the Duyvis commercial, with the chance that their commercial will be broadcast on television.

Creative Execution
We developed, in cooperation with Red Urban, an integrated campaign. It consisted of a commercial in which we say that fake can be fun as long as your Borrelnootjes® are real.
Through a tag-on and online advertising on the Hyves social network, we activated people to visit and to remake the commercial together with their friends. We activated
people even more through a PR stunt via Shownieuws (popular Dutch television programme that reports showbusiness news) and Twitter, in which Dries Roelvink (famous Dutch singer)
claims to be looking for lookalikes for the new Duyvis commercial. We gave people the opportunity to upload their Hyves pictures, remake the commercial, and have 30 seconds of fame. We launched a branded YouTube channel where all the 'fake' commercials could be
watched. 201 'fake' Duyvis commercials were selected to be broadcast on television in the second flight of the campaign.

Results and Effectiveness

The campaign ran from week 20-27. Week 20-28 versus week 1-19 showed a 10% rise in sales.
Involvement and talk value were high:
- Unique visitors to the site = 247,139.
- Unique participants (agreed with terms) = 84,470.
- Started commercials = 64,281.
- Branded YouTube channel = 154,429 views.
- No. of participants in commercial: 17,455 (37% of all participants).
- No. of 'tell a friend' = 799,059.
- No. of friends sent to = 28.9 (>> 20 average).
Earned media = 66% of total (worth: €181,290).
The primary message was strongly communicated, far above the benchmark.
A branded page on Hyves delivered over 50,000 members.