LISTEN TO YOUR CONSCIENCE by Ogilvy Auckland for All Good Bananas

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LISTEN TO YOUR CONSCIENCE

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Industry Supermarkets
Media Promo & PR
Market New Zealand
Agency Ogilvy Auckland
Executive Creative Director Damon O'leary
Art Director Freddie Coltart
Released October 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: ALL GOOD BANANAS
Product/Service: BANANAS
Agency: OGILVY NEW ZEALAND
Date of First Appearance: Oct 14 2010
Entrant Company: OGILVY NEW ZEALAND, Auckland, NEW ZEALAND
Executive Creative Director: Damon O'Leary (Ogilvy)
Copy Writer: Matt Williams (Ogilvy)
Art Director: Freddie Coltart (Ogilvy)
Group Head: Richard Loseby (Ogilvy)
Media placement: Audio-spotlight - Instore - 14/10/10
Media placement: Floor Decal - Instore - 14/10/10

Describe the objective of the promotion.
Get shoppers to choose All Good fair-trade bananas while at the supermarket.

Describe how the promotion developed from concept to implementation.
We worked to the insight that the decision to buy fair-trade products is one made by our conscience.

With this in mind we thought, “What if we could be that inner voice?”

Using a new audio-spotlight device that could target one person at a time, our idea was born and the brief was cracked.

The clients loved the idea, we hired the audio-spotlight device, wrote and recorded our “conscience” message and set up in the supermarket.

Then, we pressed play and the promotion ran 24 hours a day for two weeks. A sale on the bananas ran alongside the campaign.

Explain why the method of promotion was most relevant to the product or service.
Fair-trade is something we hear more and more about in New Zealand, but it’s not something we tend to think about while at the supermarket. So, we decided to talk to consumers on the path to purchase – while they’re making their decision whether to buy fair-trade, or not.

The audio-spotlight’s unique “in your head” directional sound, allowed us to get shoppers thinking in a completely relevant and surprising way, in an already cluttered ad space.

By engaging at the very point of decision, we had the power to change their minds on the spot and choose in our client’s favour.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion was a huge success for the brand, and over the two-week campaign period, sales increased by 130%. Within just 2 days of the promotion launching, All Good bananas sold out at the supermarket and excess stock had to be brought in. This was a first for the brand, proving we should never underestimate the power of suggestion.