Arnotts Promo RELAUNCH INTO SPACE by GPY&R Sydney

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Industry Confectionery & snacks, Biscuits
Media Promo & PR
Market Australia
Agency GPY&R Sydney
Director Luke Eve
Executive Creative Director Julian Watt
Art Director David Joubert, Gilles Rivollier, Ant Simmons
Copywriter Michaela Brown, Alex Wadelton
Producer Blake Kendall, Annie Kinnane
Released October 2010

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: ARNOTTS
Product/Service: WAGON WHEELS
Date of First Appearance: Oct 25 2010
Executive Creative Director: Julian Watt (George Patterson Y&R)
Art Director: David Joubert (George Patterson Y&R)
Art Director: Ant Simmons (George Patterson Y&R)
Art Director: Gilles Rivollier (George Patterson Y&R)
Copywriter: Alex Wadelton (George Patterson Y&R)
Copywriter: Michaela Brown (George Patterson Y&R)
Account Executive: Eleanor Rout (George Patterson Y&R)
Producer: Blake Kendall (George Patterson Y&R)
Planning Director: Moensie Rossier (George Patterson Y&R)
Producer: Annie Kinnane (Jungle Boys)
Director: Luke Eve (Jungle Boys)
Media placement: Outdoor - Adshels - 25th October 2010
Media placement: Web Film - Youtube - 11 October 2010
Media placement: TVC - Channel GO/GEM - 11 November 2010
Media placement: Radio - Austereo Network - 11 November 2010
Media placement: Live Rocket Launch Event - Queensland Australia - 3 December 2010
Media placement: Online Launch - Website - 11 October 2010

Describe the objective of the promotion.
Wagon Wheels have always been a loved snack, gracing lunchboxes across the country for decades.
But they've kinda disappeared on the shelves and in peoples minds over the years.
Sales had declined and convenience store channels had relegated the product to the bottom shelf.

Our objective was to re-launch this forgotten snack into the hearts and minds of young Australians and by doing so revive dwindling sales support and sales.

Describe how the promotion developed from concept to implementation.
It's not rocket science. It's just a bad pun. But it worked and it appealed to the audience's appreciation for random stuff, but also played into their latent love for the brand.
We offered one Australian the chance to press the button, that would relaunch classic Wagon Wheels into space. All they had to do was go online and enter.

Explain why the method of promotion was most relevant to the product or service.
Help re-launch Wagon Wheels… into outer space proved ideal, probably because it involved two things they loved: a chocolate snack and a rocket launch, and it didn't cost a fortune in traditional media to do. A few posters, a very cheap TV commercial and a microsite linked to the Facebook fan page.
And a rocket that was built by proper rocket scientists.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Sales in 7eleven stores nationally rose a whopping 800% above average. Via social media we grew a fan base of over 19,000 and recorded plenty of PR and free media. Not only did we grow awareness, 75% of surveyed consumers said they were more likely to try this snack now that they’d been reminded about it*, we also saw a 57% increase in stock volumes to incremental convenience stores. This was a distribution channel that had been previously difficult to reach by our client, due to lack of demand for the product. .*BAV2010