BORDERLINE TALENT by Saatchi & Saatchi New Zealand for Griffins Foods

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BORDERLINE TALENT

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Industry Confectionery & snacks, Biscuits, Chips
Media Promo & PR
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Director Adam Gunser
Executive Creative Director Mike O`sullivan
Art Director Carolyn Davis
Copywriter Matthew Page
Producer Camillo Spath
Editor Ian Bennett
Released August 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: GRIFFINS FOODS
Product/Service: CRISPS
Agency: SAATCHI & SAATCHI
Date of First Appearance: Aug 9 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Auckland, NEW ZEALAND
Entry URL: http://ideasideas.co.nz/borderline-talent.php
Art Director: Carolyn Davis (Saatchi & Saatchi)
Copywriter: Matthew Page (Saatchi & Saatchi)
Executive Creative Director: Mike O'Sullivan (Saatchi & Saatchi)
Agency Producer: Vicky Rhedey (Saatchi & Saatchi)
Editor: Ian Bennett (Saatchi & Saatchi)
Managing Director: Sonya Berrigan (Saatchi & Saatchi)
Group Account Director: Angelina Farry (Saatchi & Saatchi)
Account Manager: Lucy Pilkington (Saatchi & Saatchi)
Director: Adam Gunser (Automatic Films)
Producer: Camillo Spath (Automatic Films)
Director of Photography: Rob Marsh
Post Production: Mike Stephenson (2andahalfD)
Sound Design: John Cooper (Liquid Studios)
Media placement: TV Campaign - 3 Spots - MTV And C4 - 9th August 2009
Media placement: Competition Microsite - Http://skof.ideasideas.co.nz/ - 9th August 2009
Media placement: Electronic Direct Mail - Smile City Database - 9th August 2009
Media placement: Ambient Street Art - Auckland - 9th August 2009
Media placement: Social Media - Facebook, Twitter - 9th August 2009
Media placement: Text Send Out - Hooha Database - 9th August 2009

Describe the objective of the promotion.
The objective was to launch a brand of crisps called SKOF to people who don't like being advertised to - teenagers. So we decided to find out what they do like and make that instead. They like being stupid, showing off and getting noticed. So we created an online platform for the seriously untalented. We called it Borderline Talent and our crisps became the sponsor.

Describe how the promotion developed from concept to implementation
First we built a website. Then we ran a call for entry campaign on youth TV channels, featuring bizarre demonstration Borderline Talents. From there we let the videos uploads begin. Videos received votes based on popularity. They were competing for the exceptionally 'grand' prize of $5000 and a SKOF vending machine. Every Borderline Talent video upload received its very own appraisal from our panel of three judges. We filmed multiple responses, so all the reviews were unique. To keep it fresh, we ran an ambient street poster campaign, sent texts and managed our twitter and facebook pages.

Describe the success of the promotion with both client and consumer including some quantifiable results
In just 3 months, we sold over 4.9 million packs. That’s more than one pack for every person in New Zealand. We received over two hours of user generated content, and over 50,000 site views. The Pong Pong Call for Entry video scored over 200,000 online views. Additionally, entrants also promoted themselves on their own blog sites, generating votes for their own entry videos around the world. Borderline Talent was an outright success and the product, SKOF crisps, became the Griffins’ most successful new product launch in 10 years.

Explain why the method of promotion was most relevant to the product or service
By getting people actively involved with a promotion that genuinely caught their interest, we succeeded in endearing our audience to the brand without advertising to them in a traditional way. Additionally, because the idea generated so many video uploads, we were able to provide visitors with fresh website content every single day of the three months of the promotion. What's more, crisps are synonymous with watching bad TV and hanging out with your friends. So the Borderline Talent concept created the perfect chip eating occasion.