Type of Entry: |
Product & Service |
Category: |
Fast Moving Consumer Goods |
Title: |
PIMP MY KETTLE |
Advertiser/Client: |
SAN REMO |
Product/Service: |
FANTASTIC NOODLE CUPS |
Entrant Company: |
OMD Sydney, AUSTRALIA |
Media Agency: |
OMD Sydney, AUSTRALIA |
Creative Credits
Name |
Company |
Position |
Joanne Liddell |
OMD Fuse Sydney |
Director Sponsorships/Partnerships/Events |
Eb Yusuf |
OMD Fuse Sydney |
Senior Communications Manager |
Paula Briffa |
OMD Adelaide |
Account Manager |
Kim Boehm |
Clemenger Adelaide |
Managing Director |
Greg Knagge |
Clemenger Adelaide |
Creative Director |
Geoff Robertson |
Clemenger Adelaide |
Senior Art Director |
Matt O'grady |
Clemenger Adelaide |
Copywriter |
Adam Johnson |
Clemenger Adelaide |
Art Director |
Kirsty Allison |
Clemenger Adelaide |
Producer |
Judi Oehme |
Clemenger Adelaide |
Producer |
Chris Mcardle |
Clemenger Adelaide |
Manager/Strategy/Client Services |
Simon Dick |
Clemenger Adelaide |
Web Designer |
Ashley Coleman |
Clemenger Adelaide |
Web Designer |
Rob Mcintyre |
Clemenger Adelaide |
Web Designer |
Nic Noben |
Clemenger Adelaide |
Technical Lead |
Julie Robuck |
Clemenger Adelaide |
Account Manager |
Results and Effectiveness: |
There were over 40,000 unique visits to the Pimp My Kettle interactive website. Tracking research showed strong lifts in awareness, brand preference, intent to purchase and best tasting noodles scores and nearly half of our target audience said they had seen the campaign. Most importantly, sales throughout the campaign period were up by 34%. |
Creative Execution: |
We developed a campaign called в??Pimp My Kettleв?T. This was a parody of the MTV programme в??Pimp My Rideв?T, but instead of cars, it was kettles. The campaign had many touch points including interstitials and in programme content on MTV, a website, radio, outdoor, magazine, street press, PR and a sampling programme featuring a pimped up van that toured Australia. The website featured kettles that had been в??pimpedв?T by well known cult artists, such as Ben Frost and celebrities, such as Harry Kewell. As part of our MTV negotiations, an event was held at the MTV Gallery, Sydney. On the night, we held an auction of the pimped celebrity kettles to raise funds for the Youth Off the Streets charity. Our celebrity в??pimpersв?T and some lucky consumers attended the event which was a PR success. During the campaign, we also ran 2 national sales promotions featuring в??pimpedв?T up prizes. |
Insights, Strategy and the Idea: |
The Cup Noodle market is keenly contested by a few major players в?" one of which is Fantastic. Whilst Fantastic is a strong player, the category is very susceptible to price promotion. Our campaign objectives were to drive sales and, in doing so, create a stronger franchise for the Fantastic brand to make it less vulnerable to price promotional activity by competitor brands. The key strategic leap was a decision to shift the target to Fantasticв?Ts end consumer (Generation Y males) rather than Female Main Grocery Buyers (who for the most part, buy the product). After spending some time talking to our target audience, they told us that life is too much fun to take everything seriously в?" especially cup noodles. We decided that the best approach to this campaign was, to use the technical term, в??take the pissв??. |
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