Walkers: RAINY DAYS by OMD London for Walkers

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Walkers: RAINY DAYS

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Industry Confectionery & snacks, Chips
Media Promo & PR
Market United Kingdom
Agency OMD London
Released June 2011

Awards

Cannes Lions 2011
Media Lions Fast Moving Consumer Goods Bronze

Credits & Description

Type of Entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser/Client: PEPSICO
Product/Service: WALKERS
Entrant Company: OMD UK London, UNITED KINGDOM
Media Agency: OMD UK London, UNITED KINGDOM

Business Director: Jon Ghazi (OMD UK)
Associate Director: Kate Osborne (OMD UK)
Planning Manager: Alex Pilcher (OMD UK)
Digital Associate Director: Pauline Kho (OMD UK)
Digital Planner: Santadip Roy (OMD UK)
Buying Director: Carl Connaughton (OMD UK)

Results and Effectiveness:
A staggering 827,751 predictions were made, with 129,346 winners UK wide and £1.28m rewarded. The campaign delivered 454,920 registrations which was up 50% on previous, highly successful, Walkers promotions.
Digital advertising drove 300,574 clicks to Walkers.co.uk, accounted for a ¼ of total predictions made and converted 63,000 registrations. It was however our targeted weather placements that outperformed everything on the plan, delivering the most predictions at a very low cost per click
Although most importantly Walkers Core value sales were up 1.5% year on year, which for a £500m brand is not insignificant.
Creative Execution:
A focussed digital strategy gave us a presence on sites closely associated with the weather. This enabled us to communicate with people when they were most likely to be able to accurately predict where it would rain. All this was kicked off with a heavy weight burst of TV and an MSN video home-page takeover.
We negotiated a never been seen before sponsorship of the Met Office’s rainfall radar, took up a tenancy on Weather.co.uk and used targeted placements across MSN and Yahoo weather channels to boost reach. To further increase our relevance we used HTML technology to dynamically update our banners with live weather feeds from the Met Office and on Facebook we targeted copy to locations where we expected high rainfall.
Finally over 5m weather related online searches are made per month so we made sure we bid on weather terms to convert interest in the forecast into predictions.
Insights, Strategy and the Idea:
59% of British people regularly discuss the weather. Given it rains on average 154 days of the year, these conversations tend to be negative. Walkers however love it when it rains because it’s great for their UK potato crop.
Our mission; highlight the provenance of Walkers potatoes in a fun way to drive sales. So, ‘Win a tenner when it rains’ was born.
We partnered with the Met Office and used Google map technology to replicate their ‘grid analysis’ of UK rainfall on Walkers.co.uk. The promotion mechanic was simple; buy a bag of crisps and head to the website where your pack code allowed you to predict where in the UK you thought it would rain. The Met Office verified correct predictions daily, with winners receiving a £10 cheque from Walkers.