WHAT WILL YOU GAIN by Leo Burnett Chicago for Special K

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WHAT WILL YOU GAIN

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Industry Diet Meals & Products, Breakfast Cereals & Flakes, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Leo Burnett Chicago
Creative Director Mylene Pollock
Art Director Katharine Walker
Copywriter Julie Karnes, Susan Treacy, Jane Koh
Designer Alisa Wolfson
Account Supervisor Megan Land
Illustrator James Joyce, Nomoco
Digital Creative Director Joe Bartolucci
Released December 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: KELLOGG'S
Product/Service: SPECIAL K
Agency: LEO BURNETT CHICAGO
Date of First Appearance: Dec 12 2010
Entrant Company: LEO BURNETT CHICAGO, USA
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Mylene Pollock (Leo Burnett Chicago)
Digital Creative Director: Joe Bartolucci (Arc Worldwide Chicago)
Art Director/Designer: Jason McKean (Leo Burnett Chicago)
Designer: Alisa Wolfson (Leo Burnett Chicago)
Art Director: Katharine Walker (Leo Burnett Chicago)
Copywriter: Julie Karnes (Leo Burnett Chicago)
Copywriter: Jane Koh (Leo Burnett Chicago)
Copywriter: Susan Treacy (Leo Burnett Chicago)
Illustrator: James Joyce
Illustrator: Nomoco
Agency Executive Producer: Tony Wallace (Leo Burnett Chicago)
Agency Producer: Tony Grossman (Arc Worldwide Chicago)
Agency Producer: Rod Wilson (Leo Burnett Chicago)
Agency Print Producer: Adine Becker (Leo Burnett Chicago)
Account Director: Jason Kim/Julie Howe (Leo Burnett Chicago)
Account Supervisor: Megan Land (Leo Burnett Chicago)
Account Manager: Shelley Willems (Leo Burnett Chicago)
Planner: Landi Day/Megan van Someran (Leo Burnett Chicago)
Creative Resource Manager: Angie Zier (Leo Burnett Chicago)
Media placement: Print Campaign - OK Magazine, Shape, US Weekly, Women's Health, Self, Health, Redbook, Good House - 12 December 2010
Media placement: Outdoor Posters - Times Square, New York City - 20 December 2010
Media placement: Ambient Event - New York, Chicago And Los Angeles - 3 January 2011
Media placement: Social Media Site - Facebook - 3 January 2011
Media placement: E-Mails - Direct - 3 January 2011
Media placement: TV Spot - National Television- USA - 2 February 2011

Insights, Strategy & the Idea
We wanted to change the way women feel about weight loss, thereby driving emotional affinity with Special K and penetration across the brand’s portfolio.

Our core users are weight-conscious women. During the holidays, most of them will gain weight indulging in seasonal festivities. In January, they’re anxious to get back on track. They turn to Special K as a partner and solution for their post-holiday weight gain.

When it comes to weight loss, women often feel overwhelmed by what they have to lose.

As an ally to weight-conscious women, we understand how hard losing weight can be. So instead of talking about the pounds women could lose, we focused on the positives that come with successful weight management. This helped women shift their focus from everything they needed to give up to reach their goal to the positive feelings they would gain.

Creative Execution
The weight-management category is extremely cluttered in January. To break through, we changed the weight-loss conversation. Instead of talking about the pounds women should lose, we focused on the emotions they could gain. 73% of women start diets on Mondays, so we put a scale in the middle of Times Square on the first Monday of 2011. We then asked women to do the unthinkable – weigh themselves in public. Instead of showing a dreaded number, our scale showed positive emotions, like joy and satisfaction. Thousands turned out in NYC, Chicago and LA, and more followed along on Facebook.

Television, cereal boxes and print raised awareness of the Special K Challenge. Online, a site allowed women to customize the challenge to their needs. Emails, Facebook, digital banners, and mobile apps provided support and encouragement.

Results and Effectiveness
Despite a declining category, Special K increased sales 2.8% over the previous year—the highest share in the brand’s history.

The spots scored above norm on ad recall, brand linkage, likability and purchase intent. Online media placements quadrupled our impressions goal. The campaign amassed 65 million more impressions, exceeding our goal by 15 million impressions. This resulted in increased sales by 1 share point over the previous year, a tremendous sales increase in a declining category.