Last week saw us celebrate at the MAA Best Awards alongside our colleagues at Saatchi & Saatchi, and this was a proud and defining moment for us, for three main reasons.
Firstly the campaign, Fridge Raider’s MMM3000 Meat Snacking Helmet, picked up the most awards of any campaign or agency – Grand Prix Best Campaign Doing Differently, Best Creative Digital, Best Social Media and Best Creative Doing Differently.
Secondly we demonstrated the power of a joined up approach, as important today as it has ever been. On their own, each award celebrates our teams’ creativity and ability to commercially think outside of the box, but together they represent our collective talent for doing things differently in new and exciting ways.
And third it broke new ground, digging deep in to the psyche of the target audience and captivating them with the power of their own imagination. This is how creative agencies will win in the new age, because this is what marketing to the next generation will be about – and in fairness, it needs a brave and committed client, not just a tenacious agency, to make this happen. Doing something different is discussed often and rarely delivered, or rewarded with accolades or commercial success. Kerry Foods shared in the ambition for the brand from the outset and took that first leap of faith.
As all successful campaigns do, it started with insight. In the UK, 61 per cent of teens play computer games after school and two-thirds snack while they play. The market is huge and growing every day, representing an opportunity to brands, but also a challenge when looking for an approach that is right for their audience, in this case the young gaming market.
We worked with online gaming guru, The Syndicate Project, to ask gamers what type of gadget they wanted to help them snack whilst they game. The response rate was enormous and ideas ranged from the ingenious to the hilarious, creating a continual source of entertainment and debate.
We picked the best ideas from the 15,000 suggestions we received, then used them to make working prototypes. The final design was then delivered to The Syndicate Project by The Royal Marines and unboxed in front of his millions of fans online.
By running this campaign through the most appropriate social channels, we were able to reach over a third of all young gamers, as well as generating 110 million impressions and increasing sales of Fridge Raiders snacks by 65 per cent – meaning that for every pound spent by Kerry Foods they received an additional £5.70 back from direct sales.
We talk so much about new agency models and digital capability that we are in danger of losing sight of the fact that we are in the business of delivering great ideas that sell brands. Great ideas live anywhere and everywhere, because people can see how they will add to their own story-telling, average ideas wither and die because they are instantly forgettable. Most importantly, people have a far greater propensity to buy brands they have an affinity with and are prepared to talk to their tribes about. Brands must never lose sight of the fact that consumers now define what brands are and therefore the brand’s relevance to their lives is everything, get this right and the rest falls in to place relatively easily.
Here’s to doing things differently in 2015.