Kraft Foods Promo Kraft Foods: 2010 PRINCE'S HAPPY ADVENTURE by Saatchi & Saatchi Shanghai

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Industry Confectionery & snacks, Grocery and Other foods, Snacks
Media Promo & PR
Market China
Agency Saatchi & Saatchi Shanghai
Executive Creative Director Yewfei Cheong
Creative Director Maurice Yang, Elaine Young
Producer Sissy Yang
Released June 2011


Cannes Lions 2011
Media Lions Best Consumer Engagement Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Consumer Engagement
Advertiser/Client: KRAFT FOODS
Product/Service: SNACKS
Entrant Company: SAATCHI & SAATCHI Shanghai, CHINA
Advertising Agency: SAATCHI & SAATCHI Shanghai, CHINA
Media Agency: CARAT CHINA Shanghai, CHINA
Executive Creative Director: Yewfei Cheong (Saatchi & Saatchi)
Creative Director: Maurice Yang (Saatchi & Saatchi)
Senior Account Director: Shelley Xu (Saatchi & Saatchi)
Senior Art Director: Andy Lau (Saatchi & Saatchi)
Senior Copywriter: Cecily Yao (Saatchi & Saatchi)
Group Head: Calvin Shi (Saatchi & Saatchi)
Creative Director: Elaine Young (Saatchi & Saatchi)
Head of Sisomo: Ran Yin (Saatchi & Saatchi)
Producer: Sissy Yang (Saatchi & Saatchi)
Results and Effectiveness:
Value Share: marketing value share has been lifted from 1.01%(July) to 2.74%(Aug) after the launch of the campaign. It grew 171% in it’s value share.
Offtake: In RT-mart, the average off take of PRINCE Crispy More in Joint Promotion & TVC period was 225. It was +246% better than normal week.
Digital Performance: Total actual participants (Individual IP) has achieved 20,309,859, +67% vs. plan. Daily online time reached 21.9, +155% vs. plan.
Sales Performance: +77% vs. OB (2010. May - 2010.Nov).
Creative Execution:
Based on the idea, we launched an integrated campaign to communicate and engage with kids effectively.
Online: In-depth cooperation with popular kids online SNS --- Aobi Island to create a PRINCE Planet, kids could experience the adventure with PRINCE via online games. Branding and usage of biscuit codes were fully implanted in the games. The utilization of virtual incentives in the game using the pin-code on the packs contributed to actual sales.
TVC : Considered that TV is still the most effective channel to reach kids. To introduce the product attributes and how it can play as a special language in kids’ real life.
In-store Promotion: POSM/promotion is the best opportunities to stimulate both trial and purchase. We developed a series of POSM, a comic book and 3D stickers with biscuit coding message were inserted in the pack for kids to enjoy and to share.
Insights, Strategy and the Idea:
-To launch a brand new biscuit brand across China - and create a connection with young kids that will lead to regular consumption of the product.
Target audience:
-Kids aged 6-9, who are in the medium to heavy sweet biscuit snack users, but not PRINCE users; they choose biscuit snacks for self consumption after school or in leisure time.
Unique Insight:
- Kids love having fun and spending time with friends, it’s easy to attract them via product novelty, but it is difficult to engage them.
The idea:
-Kraft launched a biscuit brand with 10 different shapes. We gave the shapes 10 different meanings. It’s an unique biscuit codes that kids can use in real life to engage them, providing them a special language to communicate with friends. We entering kids’ world in a fun way and making PRINCE their favourite snack brand.