2015 Winners & Shortlists

The Campaign

In April 2013 Pringles re-launched its largest product subline – previously Pringles Xtreme, now Pringles Xtra, with the objective of broadening appeal of the product by offering bolder expressions of familiar Pringles flavours. In 2014 Pringles established a partnership with Twentieth Century Fox and the X-Men Days Of Future Past movie, in order to build on the success of last year’s re-launch, and gain credibility through identification with film – a core passion of our target audience. The Mechanics of the Pringles XTRA promotion were simple-Buy a can of Pringles XTRA and use the 10 Digit code under the seal to register on WWW.PRINGLES.COM to claim access to exclusive digital content. The GRAND PRIZE however, was the chance to win a 3 night trip to Hollywood including a VIP behind the scenes tour of Fox Studios, visits to the Greystone Mansion, and a number of activities around LA. The challenge was to create excitement and drive sales in a category where ultimately purchase is driven by impulse. Thus, it was critical to add value in the eyes of the consumer. As online conversation is a key driver of our target audience, our PR strategy leveraged online media to create mass awareness as well as further social engagement via youtube content. The campaign was brought to life by sending media to cover the exclusive experience and give readers the opportunity to preview what they had the chance to win. Ultimately, we were able to reach over 9,000,000 consumers/create over 18,000,000 impressions.

The Brief

Pringles describes its target consumer as “The Social Connector”- a lover of life, a bringer together of friends and family and a joy to be around. These are young individuals who need to live a sensorial life and live through immersive experiences. The goal of this campaign was to reach our social connectors and drive mass awareness of the partnership, the on-pack offer, and create desire around the exclusive Hollywood trip prize.

Results

Press trip outcome: Via active engagement with media, we secured 28 pieces of coverage across social media and online websites -Total of consumers reached: 9,216,864 -Total no. of impressions: 18,433,728 Youtube views: -Projected paid views: 402,317 -Achieved paid views: 728,189 -Total video views (incl. organic): 2,040,063! -Total organic: 1,311,874 -% organic is therefore: 64% ! Facebook views: -Projected paid views: 670,996 -Achieved paid views: 910,699 Mall activation: We also activated on ground in malls to bring the excitement to consumers and get them to engage with the brand: 6 Malls across UAE/Saudi Placed inside or right in front of the Cinemas -20 days of Roadshows – 150,000+ consumers! -25 days of In-store Push Promoters! SALES IMPACT The average monthly sale during the activity months (Sep/Oct) was more than 3x the average monthly sale in preceding months of 2014 (Jan/August)! – (Exact data is confidential)

Execution

A Youtube video was created depicting three guys who come together to retrieve the last Pringle from the bottom of the can by creating an ingenious machine that replicates X-Men mutant abilities. WATCH: https://www.youtube.com/watch?v=x8LIwt4qPdQ In terms of paid media strategy, we exploited the highest performing video media placements as well as video seeding within online spaces where our target are receptive to communication about new film/exclusive movie content. We also targeted timings where the majority of organic views are achieved and combined this with Facebook’s paid option to maximize views within the newsfeed. To amplify the prize, we sent a media representative from ra2ed.com and chababs.com, two websites with reach of 1,300,000 and 1,200,000 respectively to LA to document the exclusive Fox experience and give consumers a preview of what was in store. This was then shared via various social media platforms and through articles on the websites.

The Situation

The snacks category is impulse driven – very few people go into the supermarket with crisps on their shopping list. Based on this, it was critical to drive awareness and in turn sales via the ultimate “money can’t buy” experience. With social relevance contributing to increased purchase intent within Pringles target audience, it was important for us to reach these individuals via the language they speak best-social media and online engagement. With a marketing and media strategy in place, we saw an opportunity to amplify the partnership between Pringles and X-men, with particular focus on the grand prize.

The Strategy

First and foremost it was critical to formulate and solidify a plan offline before driving the conversation online. On top of on-pack promotions and prominent in store displays, roadshows were conducted across Saudi and UAE in order to immerse and engage consumers with the brand partnership and bring to life the X-Men experience. Once the offline promotion was locked, we set off creating a plan to amplify this online. In order to do so, it was critical to determine which social platforms to leverage in order to best reach our target. With Pringles’ target consumer being highly in tune with the digital world, we determined that youtube, which has been identified as a key social media platform to engage with GCC consumers (particularly KSA) and online websites/blogs should be our primary focus. Having established this truth, the next challenge was how to best utilize these vehicles to drive awareness.