2015 Winners & Shortlists

The Campaign

The TODOs are clay characters who became a trademark in all EDITA-cakes previous communication. The TODOs were seen as 'cute' characters, yet, after two years of no-communication, the challenge was to make come-back along with expanding our age-bracket appeal by including the youth as well. Thus, the agency came up with an idea to reveal a new side of the TODOs by shooting a backstage-style campaign featuring the TODOs as celebrity actors with some 'attitude'. The feedback was great to an extent that engagement raised much higher than the market average on all levels

Success of the Campaign

- Improvement in brand spontaneous awareness levels which was directly reflected on sales - Facebook page fans (likes) increased from 740K to more than a million only in one quarter (Q4) - Facebook engagement during the campaign: average of 250K/month (with comments about the TVC's, making & asking questions for the TODOs) - 11% sales increase after wave one airing - Total brand awareness (TODO) by end of year reached 99% - The campaign directly reflected on purchases percentage for regular users where it reached its highest across the year (58%) - Engagement percentage raised much higher than the market average (market average is from 1 – 6%) - Total awareness increase per segment/SKU (layered SKU reached a 100%)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was pre-launched with a teaser campaign on Facebook showing that the TODOs are taking over the page and from now on they will be the ADMINS!! This created traffic on the page and fans were anticipating to see what are the TODOs up to, then the campaign was fully launched with TVC (3 copies), YouTube (3 copies), OOH (150 outdoors across the country), Facebook posts & digital banners. all designed by the Agency and implemented in coherence with the same concept, feel & look After a less than a month the campaign making was launched on Facebook which also created a big buzz across all fans and recruited thousands of new fans.