Name of Campaign: Cadbury Dairy Milk Martiansprisa.co.za/downloads/PRISM-AWARDS/Special-mention-cadbury.pdf · 2018 PRISM AWARDS ENTRY Cadbury Dairy Milk Martians ... approval processes

Name of Campaign: Cadbury Dairy Milk Martians

Name of Entrant: Plato Communications

Category: PR for an existing product

Client: Cadbury Dairy Milk (Mondelez SA)

2018|CadburyDairyMilkMartians|PrismEntry|PlatoCommunications 1

2018PRISMAWARDSENTRYCadburyDairyMilkMartiansConsumerPRforanexistingproduct

OPENINGSTATEMENTIn2017,SouthAfricanssawtheCadburyDairyMilk(CDM)MartiansTVcommercialcometolifethroughanintegratedconsumercampaign-‘buyany4promotionalslabstogetafreeMartiansfigurine.’Plato supported the campaign through a tease and reveal strategy, generating significant mediaexposureandhype,whilebuildinganticipationandmomentumthroughoutthecampaign.Whilebuildingonthebrandpropositionto“ExperienceJoyLikeNeverBefore”salesreachedinterstellarproportionswithover700tonsinincrementalvolumesold.Todate,themostsuccessfulsalesdriverinCDMSouthAfricahistory.OPPORTUNITY/PROBLEMThe new Martians TVC demonstrated the Joy of eating CDM chocolate for the first time. CDMcapitalisedonthisexpressionof joybydevisingacampaigntoattractnewusersanddrivesalesbyincentivisingpurchasewith5Martianfigurinecollectables.Theopportunity-PlatotoimplementaplanthatwouldamplifythenewTVCandcreatedemandforthefigurinesthroughanationalPRdrive.


RESEARCH&TAKE-OUTS:• Collectiblepromotions:StikeezboostedPick‘nPay’ssalesby12%since2015.Checkersalsohad

great successwith their ‘Little Shop’ collectibles, supporting the effectiveness of pester powertheories. This evaluation informed Plato that while popular, competition does exist withincollectiblepromotionsandwewouldhavetoapplyclevertacticstoavoid‘metoo’perceptionsandcoverageforwhatwasessentiallyasalesdriver

• Legal:ReviewoftheMondelezMarketingtoKidspolicytounderstandhowthiswouldimpactourchannelselectionandstrategy

• Mechanics: Interrogation of the layered purchase and figurine redemption process to ensureeffectivecommunicationofcampaignmechanics

• Themes:Findrelatedhooksorthemesthatwouldpiquecuriosityandkeepouraudienceinterested

PLANNING

OBJECTIVES MEASUREMENTLaunchMartians TVCand collectibles campaignto media and consumers to maintain interestthroughoutthe6-monthcampaignperiod.

Securecoverageacrossprint,broadcast,onlineandsocialchannelswithexpectedROIof3:1(1:1ratio).Ensureaminimumof15000viewsoftheTVC.

Utilise Martian landing activation to createtalkabilityanddemandforthefigurines.

Goodmediaattendanceinlinewithclient’sexpectations,resultingineventand#SweetInvasiontrending

Amplify Martians Mall activations to drivetalkability and feet through media andinfluencers.

Foottraffictoexceed4000peopleandpositiveengagementwithPRgeneratedcontent

Secureaninterviewwithamarketingpublication. Atier1profilingopportunityforclienttospeaktothefull360campaign

Manageanyconsumercrisisthatmayarise. Supportcustomercare,conductclientconsultationandorimplementreactiveplan.

Supportthesalesobjectivesofthecampaign. MeasuredincreaseinCDMsalesfiguresTargetaudience• LSM6–8,18–35yearsold


Messages

Tease:• AnewdiscoveryfoundonMars• A#SweetInvasioniscoming

Reveal:• ViewCDM’snewMartiansTVC• ExperienceJoylikeNeverBefore

Arrival:• TheMartianshavelanded!• Buy4CDMslabsfromanystorecountrywide,entertheuniquecodesonthemicrositeand

receivearedemptioncodetoclaimafreeMartianfigurinefromanyEngenQuickshopnationwide.

• MeettheMartiansatamallactivationnearyou.

Communicationchannels• Magazines• Newspapers• Newsletters• Blogs• Communitynewspapers• Radio• Influencers• SocialMedia• Sampling• LaunchEvent• PressPacks

ManagementconsultationAfterinter-agencyalignments,Platostrategised,presentedandimplementedallPRactivities.Duringimplementation,Platohadweeklystatusmeetingswithclientandsupportagencies.Strictcontentapprovalprocessesweremanagedtoensuretheintegrityofthebrandwasupheld.Budget:R700000


EXECUTION

PHASE1:Tease&RevealThenewCDMTVClaunchedacrosssocial,digitalandTVon6March2017.Oneweekprior,PRteasedconsumersusingcrediblemedia,socialandinfluencerpartners,byspreadingarumourthat‘anewdiscoverywasmadeonMars’andthata‘SWEETINVASIONWASCOMING’.PlatoselectedandsecuredYOU,Drum,Move,SowetanLiveandavarietyofcommunitynewspapers,whoboostedtherumourandlaterrevealedtheTVCacrosstheirprint,onlineandsocialplatforms.

TheSowetanStreetSamplinginducedtrialofCDMtonewusersonthedayoftheTVCreveal-linkedtoprintadvertorial.


Influencers MandlaMaseko, First Black African in Space; Ayanda Thabethe, Presenter and JessicaNkosi,SingerusedtheirsocialmediatocreateintrigueduringtheteaseandfinallyrevealedtheTVC.MandlaMaseko also conducted aMetro FM interview to create context aroundMars and spacetravels,ultimatelypuntingtheMartiansTVC.


Toclosetheloop,aMartiansRevealPressPackwithinteractiveAstronautHelmet,CDMProduct,TVCandPressReleasewasissuedtoConsumer,LifestyleandMarketingmedia.

PHASE2:Landing,mallactivationsandcollectiblefigurinesTheMartianslandingactivationwassetfor3rdJuneinJohannesburg.ThedaypriorastagedprotestcreatedhypeaboutthelandingandPlatolobbiedwithmediatosecureexposure.


On3rdJune,towitnesstheMartian’sspaceshiplandingandlaunchofthecollectiblefigurinescampaign,MediaandInfluencersweretreatedtoaninterstellarthemedeventatHardRockCaféonNelsonMandelaSquare.Socialmediaactivity,using#SweetInvasion,creatednationalhype.


AJoyRocketPressPackwasissuedtoguestsonthenightandtobroadermediathefollowingday.Packincluded,CDMChocolate,1ofthe5Martianswithacharacterintroductionflyerandinfographiconcampaigncollectionandredemptionmechanics.

Finally,SouthAfricanshadthechancetomeettheMartiansat12nationwidemallactivations.PRcreatedinterestandhypefortheseactivationsbylobbyingwithinfluencers,radio,bloggersandcommunitymediatoattendandsharenews.


CHALLENGES/ADJUSTMENTSConsumercomplaintsresultedfromincorrectfigurineredemptioninformationpassedontoconsumersbyEngenstaff.ThisleadtoconfusionandangeronsocialmediaandviaCadburyCustomerCare.PlatoconsultedwithclienttodeviseacrisiscommunicationsplanwhichincludedacarepackagewithfullsetofMartiansandCDMchocolatebesenttoeachconsumercomplainant.

EVALUATIONThroughcarefulselectionofrelevantmediaandinfluencerspartnerswhohelpedtellthestoryoftheMartians,theirloveforCDMandtheirjourneytoEarth,PRdeliveredonthecampaignobjectivesanddesiredresults.OBJECTIVES MEASUREMENTLaunch the Martians TVC and collectiblescampaign to media and consumers tomaintain interest throughout the 6-monthcampaignperiod.

Campaignexposureonrelevantmassreachplatforms,includingBroadcast,Print,Online,BloggerandSocialMediaresultinginR3771835AVEand5:1ROI(1:1ratio)SuccessfullymaintainedinterestwithselectedmediafollowingtheMartiansjourneyfromarrivaltodeparture,achievingover250piecesofcoverage.PRInfluencercontentgenerated28354videoviewsofTVC

Utilise Martian landing activation to createtalkabilityanddemandforthefigurines

85mediaattendedthelaunchand#SweetInvasiontrended#1throughouttheevening.

Amplify Martian Mall activations to drivetalkability and feet through media andinfluencers.

5Mediaand3influencerattendanceandcoveragesecuredatall12mallactivationswithover8700consumersparticipatinginthem

Secure an interview with a marketingpublication.

SecuredMaggsonMediaatmediaeventtoconductandflightinterviewhttp://www.enca.com/media/video/maggs-on-media-key-learnings-from-the-worldwide-radio-summit

Manageanyconsumercrisisthatmayarise. IssuedMartiansCarePackagesto300consumerscomplainants,whothankedCDMforrapidlyrectifyingthematter

Supportthesalesobjectivesofthecampaign. CDMachieved24%volumegrowthanda3yearsharehigh

[TOTALWORDCOUNT–1200]


SNAPSHOTOFEXPOSURE


Name of Campaign: Cadbury Dairy Milk Martiansprisa.co.za/downloads/PRISM-AWARDS/Special-mention-cadbury.pdf · 2018 PRISM AWARDS ENTRY Cadbury Dairy Milk Martians ... approval processes

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