Kelloggs Krave

The challenge from Kelloggs was to make Krave “the most ‘relevant’ breakfast cereal for over 16s”.

Ok, so you want to give me an excuse to eat cereal for 'research', write funny copy and come up with never before tried multi screen competition ideas for E4?

Can I invent the word 'Chocovault'?

Yes! Seriously? Nice one.

Can I have a surprisingly serious e-mail exchange with the Channel 4 legal and compliance department about who would win in a fight between a Krave Chocovore and a chocolate E4 logo?*

Really?

Ok, Can I make a pensioner age VO artist say things like 'Totes amaze!'?

I can? Yeah go on then, I'm in...

What resulted after spending a sizeable percentage of the budget on cereal, was a live contextual competition that I wrote and directed.

• The competition was promoted across E4, mobile and online, including social media channels for a week prior to the competition commencing.

• Teaser spots ran every night in the ad breaks of the featured E4 shows.

• Viewers had to watch the shows to find the answers to the questions set in the break, then enter on socials before the timer got to zero to win prizes. 

Results

It did well.

Really well.

So well that the media companies and Channel 4 got me to do the Casestudy tape too. Here's some of the figures:

• 2.7 million people reached through owned and earned channels

• Combining TV and social, 80% reach of total potential audience was achieved

• Research showed the activity led to a +6% increase in the key metric of brand perception as 'up-to-date and cool'

• Consideration among those exposed increased by 14% to 59%

*after much deliberation, we agreed the Chocovore was scrappy but the E4 logo would probably win on points.

Here's some press on the campaign.