A spoonful of Krave - How the campaign worked out.

Kelloggs Krave Wash Up film

After a few tears, a lot of sugar and a baby in the middle of it, you can view the fruits of our labour on Kelloggs Krave - this was initially the pitch winning work that they ended up buying and running. Of course Facebook and it's revolving policy changes to corporate pages would've meant we couldn't do it now.

Back then it was so much easier to get people to 'Like' you.

33 Ways to Stay Creative and a Beer Ad

And that's what I have liked from the internets this morning.

Google Map's Easter Egg is inspired by a Mission from God.

Tip of the hat, Gentlemen. Tip of the hat.

They must've spent a few quid on lightbulbs to create this.

Sesame Street Zombies Treat

Here are a few of Evan Cheng's Sesame Zombies. He's “an art director with Sesame Workshop by day and An Artist Seeking The Next Great Project by night.” Delightfully dark, sinister and childish, nothing is safe from our childhood. I know, I have seen the S&M Barbie shots that are sNSFW.

We done a movie about Krave and put it on FB

Watch it here

Choc Exchange

In January 2010 Kellogg’s had yet to venture into the social space however when launching their new product, Krave, aimed exclusively at a youth audience they knew that they had to be brave and take the plunge.

They appointed CMW and the rest, as they say, is history.

The hub of the campaign was the creation of the Choc Exchange – think ebay where people have to take part in social tasks (photo tagging, status updates, content creation, inviting their mates to join in) to amass a virtual currency that they can bid with for prizes, ranging from gig tickets and ipads to branded merchandise and giant boxes of Krave.

This wasn’t just a toe in the social water though. Kellogg’s embraced all that is good in social. Within six months they had, not only amassed more than 80k very engaged fans, they were listening to the dialogue taking place and reacting to it:

• Giving people the branded merchandise they wanted, allowing them to vote which design would be produced and given away as limited edition prizes
• Commissioning special giant boxes when there was a groundswell of people demanding them
• Creating secret codes in-pack allowing people the chance to win more prizes via the Facebook Choc Exchange promotion
• Launching a new product variant exclusively through social channels

The sales team even use comments posted on Facebook about how hard it was to find the product in one supermarket to successfully petition the retailer to improve it’s listing of the product.

Finally, and most impressively for a company so new to social, Kellogg’s let the conversation run free. On the day of the launch of the Facebook page there was a danger of it being hijacked by a mum with an axe to grind claiming Krave can lead to ADHD – rather than pull down the post and censor we let the debate play out with fans rallying behind the brand leading the critic to back down from her claims and go some way to admitting that they were unfounded.
Campaign Performance

Facebook recognized Krave as being in the top 10 of all FMCG pages in terms of natural growth and top 25% of all launches.

Cross media and brand tracking showed the campaign exceeded all expectations in terms of ROI, awareness, engagement and preference however the detail of these metrics remain confidential.

The success of the campaign has led to a fundamental change in Kellogg’s approach to digital not just in the UK but also on a global basis.
Campaign Info

* Client: Kellogg's
* Brand: Krave
* Agency: CMW, London
* Target: UK · Europe, Middle East & Africa
* Language: English (UK)
* Category: Consumer Packaged Goods (CPG)
* Objectives: Awareness, Preference, Intent, Online Traffic, Recommendation, Product Launch
* Media: Tv, Online, OOH

Creative and description provided by contributing agency or brand.
Credits

Creative Director: Iain Hunter, CMW
Art Director: Dan Plotkin, CMW
Copywriter: George Leaney, CMW
Senior Account Director: Matt Smith, CMW
Senior Account Manager: Anna Pinckernelle, CMW
Technical Director: Matt Klippel, CMW
Designer: Daniel Diggle, CMW
Head of Digital Planning: Steve Taylor, CMW

Surprised there wasn't more New York, New York - Sinatra replies

Quite simply, WTF of the Day

Carrot vs Ninja from Cedric Nicolas-Troyan on Vimeo.

Never a truer word said

I did just have a moustache once.

Taking a 'pop' at the old flick book style

How does someone come up with this stuff? I need to watch more Japanese TV/Cartoons me thinks.

There be Beastie's here.

Return of the Macks - All good stuff

Wouldn't it be great if the car was a Ford (Millenium) Falcon?

Easter Eggs

A bit like my new family, my blog has probably been a bit neglected of late. So I will make an effort to spend more time with it (and the family). So as a treat (well, it is Easter), here's my son Finn's first taste of food and some good old-fashioned childish stuff.



And now the childish stuff.








Dear Zoltan, I want to be the next generation




And finally, something to offend pretty much everyone this Easter, apart from my Dad of course.

This hits the right note

Personally, if I had to work out every single note and gradient, there'd be a lot of tiny splinters strewn across that forest. Tip of the hat to the guy who made the creative a reality.

The 80s owe the luxury car industry a big apology

Someone or something should be made accountable for these abominations. Proof that money can't buy you taste and that you hadn't truly 'made it' unless you had a drinks cabinet built into the rear armrest.

Check out some of the worst coachworks/customisers/tuning houses that performed cruelty to beautiful cars.

http://www.1000sel.com/

Parody is the sincerest form of flattery

I love a good old-fashioned piss take and quite proud that our campaign was worthy of one. Having read the ABL executions (not our work) i'm inclined to prefer this alternative execution too.

McCain Rustics Facebook app '11

Bit of an odd one. This initially started off as the winning work myself and Dan did to secure the McCain digital pitch. After winning it, the client then presented this to their peers and subsequently it was decided they wanted to actually run the work - this meant any work BMB were doing was halted and they were told to follow our creative lead and produce an ATL poster/press campaign to mirror our creative. High praise indeed.

Anyway, the idea came about that because Rustics were only 3% fat we came to the conclusion that these were the only chips that were guilt free - 100% in fact. So on the guilt angle, we came up with the idea that if we could take the guilt of chips, what else could we take the guilt out of? Rustics are targeted at women (20-35) so we wanted some eye-candy, who would be able to absolve them of any of their guilty secrets with a glint in his eye -thus Ben was born - our rustic handsome farmer.

Fans of Rustics would log in to the app, write a confession and then send it to Ben. We had filmed over 35 responses that we tailored to keywords within peoples confession. i.e. Boyfriend, Crash, Broke, Bought, Lied, Killed or Hid (to name a few), once sent to our database, our response generator would send the appropriate reply so it would seem like Ben had a private response to the user.

Designed as a Facebook app, it was McCain's first foray into social media so we were particularly attentive to their requirements while still managing to maintain a lightness of touch and slight tongue-in-cheeky-ness. The real fun (it has to be said) is reading all the confessions which we have on database (i'll post some up a bit later).

Start the week with a smile.

Additional footage of cutest Vader VW Ad.

Maybe it's being a father now, but damn I love this commercial

Some colour for such a horribly gray day

Lovely art installation from Holton Rower.

Please download, sign and pass on

Cutest Darth Vader ad of the Superbowl

Great ad, lovely daft of touch.

What's my motivation for 2011?

http://ifeelunmotivated.com/

From normal to festive in 7 minutes

This year has been prety hectic, especially in the run up to Christmas, so the last thing on my mind was coming up with the agency Christmas Card. So getting the brief 'We need to do a Christmas Card' on a Friday lunchtime, we came up with this idea (a popular meme of 2010) in just over 7 minutes.
We then gave the viewer the option of being able to print out our Keep Calm posters as well as inviting them to create their own.
I think it pretty much sums up the entire year really. Anyway, I have two exciting projects going through atm which should kick off '11 in the right way, fingers-crossed.

Merry Christmas Mo-Fo's