Case Study: Dairy brand Anchor New Zealand has tasted the success of appealing to a young audience with its latest campaign, Milk Slams.
three poems written about milk are designed to inspire teenagers to be
themselves and create their own definition of strength.
Colenso BBDO creative director Dave Brady: "We know that young people
ignore advertising, especially in digital environments. So we challenged
ourselves to create three pieces of content that would surprise people
when they realised it was also an ad."
Each film piece is strategically brought to life in a different visual
style to connect with a broader group by catering to a range of tastes.
International Group Business Director Rachel Morgan: "All of our
research around this audience reiterates the importance of communicating
with young people beyond the demographic they may fall into."
results were impressive, with an average view through rate seven times
higher than industry standard, and unaided awareness of Anchor reaching
more than 80% after watching the films.
For an audience
accustomed to high octane and energetic brands within the FMCG category,
the work has debunked traditional benchmarks and received 58% of total
views from earned media.
The campaign has successfully proven
itself as compelling content for teenagers, with one social video post
ripped and reposted before official launch garnering more than 200K
views, and a leading prime time current affairs show airing the film 'A
Blank Canvas' live on air.
Fonterrra Marketing Manager, Kevin
Taffs, describes the impact as phenomenal saying, "We'd always targeted
Mums as the traditional household shopper, but we realised that we
needed to be more targeted if we wanted to connect with our future dairy
consumers. When it comes to teenagers you have to speak authentically
to prove your relevancy, and that's exactly what Milk Slams has done.".
Milk Slams is the third campaign produced under Anchor's global "Go Strong" platform.VIEW THE CASE STUDYAgency: Colenso BBDO
Poems by Harry Baker
Production Company ('Inside-out', 'Real'): Assembly
Production Company ('Blank Canvas'): Brett Goebel & Parris Goebel via Studio 23
Filmmaker/DOP ('Real'): Megan Au
Sound Design: Peter Hobbs, Harmonic Studio
Media Agency: MediaCom
Andy Dasgupta, Chief Marketing Officer
Clare Morgan, Marketing Director
Otavio Faccina, GM Anchor
Kevin Taffs, Marketing Manager