|
-
SUB CATEGORY :
LOW BUDGET CAMPAIGN
-
COMPANY ENTERING :
THE BRAND AGENCY, PERTH
-
TITLE :
HUNGRY PUFFS
-
BRAND :
FOODBANK WA
-
ADVERTISER :
FOODBANK WA
-
AGENCY :
THE BRAND AGENCY, PERTH
-
EXECUTIVE CREATIVE DIRECTOR :
MARCUS TESORIERO
-
CREATIVE DIRECTOR :
DEAN HUNT
-
COPYWRITER :
MATT WILSON
-
ART DIRECTOR :
HAYDEN GRIFFITHS
-
DIGITAL :
PAUL HAMILTON/PETER FARELL
-
DESIGN & ILLUSTRATION :
DAN AGOSTINO/JANICE LAW/LUKE LUCAS/SOFIA VARANO/MATT TAYLOR
-
ACCOUNT DIRECTOR :
EMMA SADLER
-
ACCOUNT MANAGER :
SARAH KAPPELER
-
STRATEGIC PLANNING DIRECTOR :
MATT POPKES
-
STRATEGIC PLANNER :
EMILY COLMAN
-
PUBLIC RELATIONS :
TONY MONAGHAN
-
AGENCY PRODUCER :
CAITLIN BAIRD
-
MEDIA PLANNING DIRECTOR :
ANGELA NAAYKENS
-
MEDIA PLANNER :
JODIE ALLEN
-
CONTENT CREATOR :
PETE TOWNSEND
-
SOUND DESIGNER :
SOUND BYTE
-
THE BRIEF :
RAISE FUNDS IN THE LEAD-UP THE CHRISTMAS TO PROVIDE MEALS AND BREAKFAST PROGRAMS TO CHILDREN AND THEIR FAMILIES EXPERIENCING FOOD INSECURITY IN WESTERN AUSTRALIA. HELP TO FILL THE FUNDING HOLE CREATED BY THE FEDERAL GOVERNMENT’S PROPOSED FUNDING CUTS TO FOODBANK WA.
-
THE STRATEGY :
ORDINARILY, FOODBANK’S DONATION APPEAL IN THE LEAD-UP TO CHRISTMAS INVOLVES A TRADITIONAL ADVERTISING CAMPAIGN FEATURING EMOTIONAL COMMERCIALS ASKING FOR HELP – WITH THE HOPE THAT VIEWERS WILL DONATE AT A LATER POINT. THIS YEAR OUR STRATEGY WAS TO TARGET POINT OF PURCHASE. SO, WE CREATED A CEREAL BRAND CALLED HUNGRY PUFFS. THE BREAKFAST OVER 100,000 WEST AUSSIE KIDS WAKE UP TO EVERY DAY, A BOX OF NOTHING. SHOPPERS WHO WERE IN THE PROCESS OF BUYING FOOD FOR THEIR OWN FAMILIES, WERE THEN ENCOURAGED TO SUPPORT A MUCH BIGGER CAUSE – HELPING FEED CHILDREN WHO GO WITHOUT BREAKFAST EVERY DAY.
-
THE EXECUTION & CRAFT :
IN THE LEAD-UP TO CHRISTMAS, EMPTY BOXES OF HUNGRY PUFFS WERE STOCKED IN OVER 40 MAJOR SUPERMARKET CEREAL AISLES ACROSS WESTERN AUSTRALIA. WE STUDIED OTHER CEREAL BRANDS PACKAGING AND DESIGN TECHNIQUES, THEN DECIDED TO EMPLOY A SERIES OF POPULAR CEREAL BRAND TROUPES, BUT WITH A STARK, BLACK AND WHITE DESIGN, AND A FEW DARK TWISTS – LIKE THE CREATION OF A ‘SAD CHILD’ CHARACTER AND EMPTY BOWL. IN-STORE WE USED A SERIES OF RETAIL DEVICES USED BY OTHER CEREAL BRANDS - LIKE SAMPLING STANDS, IN-STORE POSTERS, DIGITAL SCREENS AND FLYERS.
-
THE RESULT :
IN 4 WEEKS, THE HUNGRY PUFFS CAMPAIGN RESULTED IN THE CREATION OF 625,770 MEALS FOR WA CHILDREN, RAISING $312,885. DONATIONS TO FOODBANK WA MORE THAN DOUBLED DURING THE CAMPAIGN PERIOD FROM THE PREVIOUS YEAR. THE CAMPAIGN PRODUCED A 2073% RETURN ON INVESTMENT FOR FOODBANK WA.
|
|