THE CHALLENGE
How do you make bread interesting enough to stimulate the interest of teenage boys and drive “pester power” for a new variant of bread with energy boosting ingredients?
THE SOLUTION
Teens care about their sporting performance, but unless they are ‘jocks’ they do not take it (or anything in life) too seriously. Our idea was to drive intrigue and capture the imagination of teens with the idea that all the energy in Wonder Performance is great to fuel the performance of teens but too much for ducks to handle, (this idea being derived from people traditionally feeding bread to ducks).
This concept was brought to life via a three phased approach:
- Establish the myth of ducks behaving in extraordinary ways via a discovery style campaign of unbranded videos & foreign news reports on video sharing sites & mobile.
- Enter Wonder Performance to take responsibility for the random duck acts via public service style announcements asking the public to stop feeding the ducks.
- Opening up the idea for consumer interaction to allow the public to play along and report, comment & speculate on extraordinary duck behaviour.
THE RESULTS
Total Wonder volume sales increased by 10%* over the 13-week launch period, delivering a return on investment of $1.55 per $1.00 invested. Additionally, unbranded viral videos were viewed over 4 million times, with over 2 million unique views.
Mums were brought into the loop (while teenagers laughed along) with 50% recall of the public service announcements in the first week of campaign
