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© Disney/Pixar
Bravely building Scotty Brand with an epic partnership
Author: Catriona Summers - Billington Cartmell Contributing Author: Michael Jarvis - Scotty Brand February 2013
Précis
This paper will demonstrate how the brave commercial ambitions of
Scotty Brand were realised through a partnership with Disney•Pixar in
2012. Through a robust promotional mechanic, optimised media mix and
creative execution, the truly integrated campaign achieved 56% partnership
awareness and 565% sales uplift.
IMAGE: Scotty Brand’s range of seasonal Scottish produce, challenged with a brave film collaboration.
© Disney/Pixar
Setting the scene
Scotty Brand re-entered the fresh
produce category in autumn 2011.
Brand communications to date had been
highly effective, but limited in scale. For
sustainable brand growth the challenge
remained: to convince consumers that it
is worth paying more for branded fresh
produce. 2012 was also to see Scotty
Brand add another string to its bow, as it
secured listings beyond Scotland. So, the
communications strategy needed to have
big-brand appeal beyond its heartland, to
engage shoppers nationwide in a traditionally
low-engagement commodity category.
Digital and outdoor advertising in Scotland in
2011 had positioned Scotty Brand as the best
of seasonal Scottish produce, with the three
pillars of quality assurance, natural
IMAGE: 2011 outdoor advertising.
production and family values as reasons
to believe. It was crucial that ongoing
communications built on this brand equity.
Eyeing up the partnership opportunity
For a Scottish brand fiercely proud of its
heritage and provenance, the animated film
Brave had immediate partnership potential
for Scotty Brand. Billed as Disney•Pixar’s
first film set in Europe – capturing the epic
legends and landscapes of Scotland – it was
hotly hyped, and VisitScotland was quick to
sign up as an international partner for the
summer 2012 release. But was the fit right
for Scotty Brand?
From extended customer analysis, the target
shopper was defined as professional mums
with a ‘guilty carer’ mindset: those wanting
to give their families the best, but looking
to quality and trusted brands to compensate
for not always having the time or attention
to do so. Disney has a trusted relationship
with the consumer that no other media or
content owner can contend with. As the No.1
entertainment brand in Europe, with 32.9
million fans1, it can exert a strong influence
over behaviour and purchasing patterns.
Of Disney.co.uk’s 1.8 million monthly adult
users, 74% claim to trust brands that are
linked with Disney and 56% would be more
likely to make a purchase from such brands2.
The forecast audience for Brave was also
weighted towards ABC1 females3:
© Disney/Pixar
CHART: Forecast audience and profile for Brave3.
1
Source: Disney Brand Equity Study, 2007. 2Source: Harris interactive research for Disney. 3Source: research of comparable releases by cinema
advertising contractors Pearl & Dean, Digital Cinema Media and the Cinema Advertising Authority.
Se t ting targe ts
With confidence in the audience fit, Scotty
Brand signed up in April 2012 as the film’s
sole UK Food and Drink partner,
and activation was planned around three
key objectives:
1.Promote product trial and generate
incremental sales.
2.Create big-brand appeal among both
consumers and trade, to support a
national rollout.
3.Grow the digital community and cultivate
customer loyalty through eCRM and
Facebook.
Brave? Indeed it would be! The investment
required by Disney•Pixar was significantly
beyond the largest spend by the brand
to date. And with no UK-wide activity
undertaken previously, it would be an
expensive test. However, establishing the
Scottish and natural credentials of Scotty
Brand was especially crucial in the British
market; a major film partnership would do
just that.
© Disney/Pixar
Hitting the promotional mark
The campaign needed to harness shoppermarketing principles to drive sales through
product trial and repeat purchase, while
being truly integrated in order to build brand
awareness and deepen engagement.
Creative executions stemmed from the
campaign proposition: Experience Scotland’s
magic with Scotty Brand and Brave.
IMAGE: On-pack sticker containing unique code.
An instant-win mechanic was selected to
dramatise the promotional call to action.
With over 60% of the shopper decision made
in store4, and the fresh aisle being largely
unbranded territory, an on-pack takeover
was our secret weapon. A bold promotional
flash on all product SKUs heralded our film
partnership and prize fund to create grabme appeal on shelf, with the green Brave
landscape as a brand cue for Scotty Brand’s
values of provenance and nature.
IMAGE: Pack takeovers.
4
Source: SDMIS Study, OgilvyAction.
CUTTING THROUGH ON S HEL F AND ENGAGING ONLINE
The message needed to be simple and have
immediate cut-through – shopper marketing
principles warn that we have only 3 seconds
to communicate at fixture. Crucially, we
needed a promotional concept and prize
fund that imbued the promotion with brand
personality, while also striking a natural
affinity with the film. Merida is the main
character in Brave and a skilled archer; she
is seen in the film’s trailer competing in a
medieval tournament. Archery was therefore
our promotional bullseye.
We brought the film to life by offering
consumers a chance to ‘take their own
shot’ – by using unique codes from on-pack
stickers at Scottybrand.com. Entering a
code triggered pre-programmed archery film
footage to reveal a reward. Purchase was
compulsory, but data capture was optional,
to minimise barriers to entry.
IMAGES: Online animation sequence to reveal reward.
CUTTING THROUGH ON S HEL F AND ENGAGING ONLINE
To reinforce Scotty Brand’s premium
credentials and ensure national appeal, a
partnership was struck with renowned 5-star
hotel Gleneagles, offering family adventure
holidays as the top-tier prize. There, winners
would experience ‘a Brave adventure’, taking
part in archery, falconry and horse riding.
Retailer insights also told us that promotions
should be as inclusive as possible, so a
guaranteed reward for every pack made
for another compelling message. As one of
a limited number of partners, we wanted
to utilise as much of the film inventory as
possible. We therefore rewarded consumers
with collectable mobile wallpapers if they
missed out on a physical prize, which also
included Virgin Experience Days, VIP film
screenings and Disney Store vouchers.
At the end of the digital journey, users were
encouraged to share with friends and print
MONP coupons, to increase their propensity
to buy another pack and take another shot.
Signposting to sticky content on the website,
such as quick family recipes and ‘meet the
farmer’ videos, also offered inspiration and
education to deepen brand engagement.
IMAGE: Homepage takeover.
IMAGE: Promotional landing page.
A B r a v e TV d e b u t
Media was planned to reach mass
penetration with our professional mums,
and spend was concentrated on TV in order
to create big brand appeal. Timed for July,
it avoided the advertising noise surrounding
June’s Euro 2012 and August’s Olympics
coverage, and capitalised on Disney•Pixar’s
own promotion in the run-up to the film’s UK
release on 13th August.
The partnership marked Scotty Brand’s TV
debut, so balancing brand and promotional
messages was crucial. The 30 second
TVC captured Brave’s epic themes while
delivering our equally compelling adventure
prize and, crucially, our relevant values and
heritage. Our aspirational family was seen
on their adventure holiday at Gleneagles and
then enjoying Scotty Brand produce round
the dinner table, allowing viewers to feast
their eyes on the full range. Juxtaposing the
Scotty Brand and Disney worlds – from the
mythical animated landscapes to real Scotty
Brand farmland backdrops – reinforced the
romantic view of Scotland and Scotland’s
larder as being pure and unspoilt.
IMAGES: TVC stills.
T a k i n g c o mm u n i c a t i o n s t h r o u g h t h e l i n e
Broader activation included display
advertising on Disney.co.uk, PR competitions
and a two-week promotion with Real Radio
Scotland, where listeners phoned in to share
what event they would add to the Highland
Games if they were a Clan Chief for the day.
IMAGE: Digital advertising storyboard.
WIN BRAVE DVD AND
At the 2012 Royal Highland Show, we brought
the partnership to life experientially, with
The Scotty Brand Archery Challenge. Archers
young and old alike competed for tickets to
a special Glasgow screening of Brave while
also sampling Scotty Brand products, in
exchange for their contact details.
BLU RAY HOME SYSTEM
SCOTTY BRAND is celebrating its Scottish
heritage and family values by teaming up
with The Evening News and Disney•Pixar to
celebrate the DVD and Blu-ray launch of the
movie, Brave, from 26th November. As cold
nights draw in, Scotty Brand is offering rewards
on every pack of their fresh, warming seasonal
produce in-store, and also this fabulous
competition. The prize is the Brave DVD and a
Home Entertainment System to watch it
on: a Samsung Series 6 Full HD 46” LED
3D TV and a Samsung 3D Blu-ray
& DVD Home Cinema System.
You also win a set of Disney•Pixar
DVDs
including The
Incredibles,
Up, A Bug’s
Life and
Ratatouille
PLUS a
selection of
Scotty Brand
fresh veggies. A great
family prize in the runup to Christmas!
IMAGE: Royal Highland Show stand.
IMAGE: PR competition example.
To enter simply complete the entry form and send it to Brave Competition Promotions
Dept The Edinburgh Evening News 108 Holyrood Road Edinburgh EH8 8AS
BRAVE DVD/HOME
CINEMA SYSTEM
COMPETITION
Name................................................................
Address..........................................................
..........................................................................
Postcode........................................................
Daytime telephone number
...........................................................................
Terms and Conditions: Winner will be
drawn at random and notified after
the closing date. No cash alternative.
Editor’s decision is final. Closing
date for entries is noon Friday 23
November 2012. Usual JP terms apply.
T a k i n g c o mm u n i c a t i o n s t h r o u g h t h e l i n e
Scotty Brand’s network of influential
‘mummy’ and ‘foodie’ bloggers – recruited
earlier in 2012 through NPD trial and
continued engagement – was also called
upon. Bloggers received invitations to
exclusive film screenings and Disney
merchandise to use for reader competitions.
With their combined true reach of 46K, their
write-ups about the promotion and products
delivered both quantity and quality of
coverage to their peer networks.
B2B communication was fundamental,
to secure broader listings of Scotty Brand
SKUs. The partnership was promoted across
the trade press (including the cover of The
Grocer) and via mailers and invitations,
extended to trade contacts and their families,
to attend Brave’s UK premiere with Scotty
Brand. The prestige of Disney•Pixar provided
a compelling reason for Scotty Brand to talk
to retailers and gain more time with them
than the brand volume and range would have
normally merited. The advertising investment
underlined Scotty Brand’s serious intent to
be a well-supported brand, and the on-pack
promotion reassured retailers that there
would be a strong mechanic in place to
encourage trial and repeat purchase.
in cinemas FROm aUGUsT
seT yOUR siGhTs On
blOckbUsTinG sUmmeR sales
with Scotty Brand and Disney Pixar’s Brave
... an adventure set in the mystical Scottish Highlands –
in cinemas from August!
WIN family adventures in Scotland with our in-store promotion –
guaranteed reward for every pack… tickets to the UK premiere,
Scotty Brand rewards, Disney Store shopping sprees and much more.
a maGical
£1.5 milliOn campaiGn
Includes national TV, PR, digital advertising and social media,
supported by a heavyweight marketing and PR campaign from
The Walt Disney Company.
Not only does Scotty Brand discover the pride of Scottish food,
our promotional packs will bring your shoppers a trusted
promotional offer all the family will love.
Don’t miss this opportunity to sell more naturally grown
Scottish produce for healthier full-price sales.
Scotty Brand is celebrating the release of Disney Pixar’s Brave.
© Disney/Pixar
103678 Scotty Brand Grocer Ad SPREAD.indd 1-2
IMAGE: Facebook post example.
IMAGE: Fold-out cover of The Grocer.
discover more at scottybrand.com
20/03/2012 16:31
Feast your e yes on the results
For the 3-month theatrical release
promotion, between June and September
2012, a total of 2.7m promotional Scotty
Brand packs were distributed, and results
exceeded all expectations. The partnership
was instrumental in gaining incremental
distribution and driving rate of sale. It
demonstrated a commitment to support a
brand early on in its life with a heavyweight,
fully-integrated campaign. This investment
was key in negotiations with retailers and
led to a 565% uplift in sales revenue for the
promotional weeks 23-39 in 2012 versus the
same period in 2011.
A total of 8 new retailer listings were
secured. Asda, for example, extended the
listing of Scotty Brand strawberries and
raspberries from Scotland-only in 2011 to
UK-wide in 2012 - thus generating brand
revenue of almost £900K.
565% sa
le
8 new li s uplift
s
56% par tings
t
awarene ne5 rship
ss
Other campaign KPIs were also hit:
KPI
TARGET 33,300
Web visits
ACTUAL 45,873
TARGET 27,000 (1% rate)
Promotional entries
ACTUAL 35,419 (1.3% rate)
TARGET 5,400
Data capture
5
Prompted awareness of Brave’s promotional tie-in with Scotty Brand. Source: Nielsen study for Disney.
ACTUAL 8,243
TV CA M PAIGN REACH
The TV campaign delivered 427 TVRs targeted
at housewives and children, and equated
to 5.3m people seeing the advert at least
once. The commercial ranked in Marketing
magazine’s adwatch at No.18. If media
spend per awareness point is factored in,
this climbs to No.6 – ahead of established
advertisers such as the RAC, Nikon and Virgin
Media; anecdotal evidence that the ad had
generated cut-through and recall.
Its call to action also proved persuasive.
In the 4 weeks of TV advertising in July, web
visits and entries increased by 350% on the
previous 4 weeks of promotion.
Web visitsPromotional entries
Previous 4 weeks
3.5K
2.2K
TV 4 weeks
16.0K
9.9K
CHART: Effect of TV advertising on web visits and promotional entries.
© Disney/Pixar
D i g i t a l b r a v e r y f o r t h e DVD r e l e a s e
The second burst of promotional activity
focused on the film’s DVD/Blu-ray release,
and ran from 1st October 2012 to 12th
January 2013. With the reduced halo effect of
Disney•Pixar’s own advertising and word-ofmouth compared to the theatrical release,
and a more modest media budget and pack
distribution, it was crucial that activity built
on existing engagement and loyalty in order
to deliver value.
Disney•Pixar’s prize fund consisted of homecinema systems, iPads, games consoles
and DVD collections, and new Scotty Brand
seasonal SKUs were listed, including
casserole vegetables and soup mixes. The
new promotional proposition therefore
centred on family entertainment and warm
winter mealtimes, with the call to action:
‘Win a feast of family entertainment prizes’.
Explore the world of Brave at www.disney.co.uk/brave
Merida and her family always enjoy a healthy feast of Scottish food for dinner,
and now you can too, with Scotty Brand. We work with award-winning farmers
across Scotland, from Aberdeen to Ayrshire, to deliver healthy, tasty and
naturally produced food to your family’s dinner table.
Throughout autumn and winter, pick up our
seasonal Scottish potatoes, carrots and
prepared vegetables from shops across the UK.
DISCOVER MORE AT SCOTTYBRAND.COM
FACEBOOK.COM/SCOTTYBRANDLTD
IMAGE: DVD/Blu-ray insert.
104248 Scotty Brave BluRay Promo Insert.indd 1
10/09/2012 17:53
IMAGE: Pack takeovers.
D i g i t a l b r a v e r y f o r t h e DVD r e l e a s e
To test the response mechanic and build the
brand’s social community, the promotion
shifted to Facebook, with a ‘Like gate’ to
build our fanbase. A collectable series of
on-pack flashes was developed across the
SKUs to encourage cross-product trial. We
pushed Disney•Pixar guidelines to align the
Scotty Brand and Brave worlds as closely as
possible, with a new strapline, ‘Feast your
eyes on seasonal Scottish produce’, next to a
film image of Merida’s family feasting at the
dinner table.
An email was sent to the 8.2K opt-ins from
the cinema promotion, to build on awareness
and loyalty among those customers. Against
an industry benchmark of 22.7%7, the open
rate outperformed at an impressive 31.9%,
with 8.2% CTR from those who opened.
Facebook ‘Likes’ throughout the campaign
grew by 567% and an additional 800
customer details were captured – giving us
a total database of more than 9K for ongoing
eCRM initiatives.
IMAGE: Facebook
‘Like gate’.
Media drivers were purely digital, with a
package across the MSN network delivering
84m impressions. An average CTR of 0.08%
surpassed the industry benchmark of 0.07%6,
with the advertorial and TV page takeover
particularly outperforming, at 14.8% and
0.14%, respectively.
Skin
IMAGE: MSN takeover.
6
7
Source: DoubleClick Benchmarks data for UK display advertising, January – December 2010.
Source: Emarsys Email Benchmark Report 2012.
IMAGE: HTML email.
Conclusion: a Brave campaign and just rewards for Scotty Brand
The film itself was an epic success, grossing
$535m at the box office worldwide, while
Scotland’s First minister Alex Salmond
concluded: “Brave has been a terrific
showcase for Scotland and has given this
country the unprecedented opportunity to be
promoted across the world.”
And the success story was arguably even
greater for Scotty Brand. The campaign was
integrated in the purest sense – prompting
awareness through advertising and
motivating at the point of purchase. KPIs for
sales uplift, promotional engagement and
listings were all exceeded.
Through a robust promotional mechanic,
optimised media mix and creative execution,
an effective brand partnership was delivered,
generating both commercial and brand value.
After all, fortune favours the brave.
OBJECTIVE
RESULT
1. Promote product trial and generate incremental sales
• 565% sales uplift
2. Create big-brand appeal among both consumers and trade,
to support a national rollout
• 56% partnership awareness
• TVC ranked at No.18 in adwatch for recall
• Exceeded KPIs for web visits by 38% and for promotional
entries by 31%
• Secured 8 new listings
3. Grow the digital community and cultivate customer loyalty
through eCRM and Facebook
• Grew Facebook ‘Likes’ by 567%
• Built database of 9K
• Email open rate of 31.9%
© Disney/Pixar