TWICE AS IRRESISTIBLE by DraftFCB Johannesburg for Tiger Brands

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TWICE AS IRRESISTIBLE

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Industry Chocolate
Media Promo & PR
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director James Cloete
Creative Director Gareth Paul
Art Director Kyle Schoeman
Copywriter Candice Claassen
Producer Lebo Mokwena
Released February 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: TIGER BRANDS
Product/Service: CHOCOLATES
Agency: DRAFTFCB JOHANNESBURG
Date of First Appearance: Feb 13 2010 12:00AM
Entrant Company: DRAFTFCB JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: James Cloete (DraftFCB)
Creative Director: Gareth Paul (DraftFCB)
Art Director: Kyle Schoeman (DraftFCB)
Copywriter: Candice Claassen (DraftFCB)
Producer: Lebo Mokwena (DraftFCB)
Creative Strategist: Delia Ferreira (DraftFCB)
Media placement: In-Store Activation - 1 Spot - Makro and Clicks stores in Gauteng - 13/2/2010

Describe the objective of the promotion.
Our challenge was to make a regular South African brand stand out amongst the over-saturated sweet and confectionery market, in some of the biggest retail outlets, during the busiest chocolate buying periods of the year, i.e. Valentine's Day and Easter Holidays. Beacon chocolates had to be top of mind when customers were making important purchase decisions. To succeed, we needed to push an ordinary medium to the point of reinvention.

Describe how the promotion developed from concept to implementation
To prove to consumers just how irresistible Beacon chocolates are, we took a simple in-store announcement and turned it into a brand showcase. An actor was briefed to announce the daily specials as per normal, under the premise that he was a store staff member. As soon as he started talking about Beacon, his mind started wondering and he broke into a love song. After serenading the customers over the PA system for a minute, he was interrupted by 'security personnel' and escorted from the building. Still singing and dancing.

Describe the success of the promotion with both client and consumer including some quantifiable results
Customers were treated to a brand experience that was entertaining, engaging and very effective. Reinventing the typical in-store announcement ensured the brand was visible, exposing everyone to our message. Even while shopping for competitor brands. On average 1 in 4 customers inquired about Beacon chocolates with store management and staff. The Beacon clients experienced advertising beyond TV, magazine and traditional radio, which means we're taking the brand in a new direction in a new advertising era. We are still awaiting final sales figures.

Explain why the method of promotion was most relevant to the product or service
All the traditional methods of in-store advertising, such as wobblers, gondola end displays and taste testing are over-used, with minimal impact and simply adding to the visual clutter in-store. Especially during Valentine's Day and the Easter Holiday times South Africa has never seen an in-store medium, turn into a brand experience. No one expected to hear an employee break into song while doing announcements, or see him escorted out the store singing and dancing. Using this medium ensured that the space between exposure and purchase was shortened significantly. Crucial in the Valentine's Day and Easter holiday clutter.