Fri, 11 Apr 2014 15:16:33 GMT
Kellogg’s and VML have tapped into current late-night eating behaviours with a new campaign that encourages Crunchy Nut fans to snack on the sweet golden flakes when they have the munchies late at night.
‘Midnight Spooning’ is a multi-platform digital campaign inviting consumers who are over the age of 18 to enjoy their Crunchy Nut after-hours. The campaign is a tantalizing play to satisfy nutty after-dark cravings through a range of cheeky channels, which come alive between the hours of 8.30pm and 5am.
Phone, text and chat services enable consumers to indulge in a witty, one-on-one conversation with Crunchy Nut, while pre-rolls give users a glimpse into the nutty boudoir.
Interactive rich media ads within Facebook allow users to call and text the chat line direct from the ad unit, with different campaign stories served based on gender and time of day.
The disruptive campaign celebrates Crunchy Nut’s quintessentially tongue-in-cheek brand persona in a whole new way, expanding the role of the product to those who aren’t always awake at breakfast time.
Marketing Director: John Broome
Brand Manager: Vanessa Bennett
Digital Marketing Manager: Nadeem Amin
Senior Brand Manager: Larissa Hreszczuk
Executive Creative Director – Aden Hepburn
Creative – Chris Scott, Bevan Lewis, Jamie Muscat, Louise McQuat, Sarah Robertson, Tahlia Calvisi, Ben Ient, Welton Zal
Planning – Dave Di Veroli, Mark MacSmith
Social – Matt Brown
Account Service: Mark Tovbis, Betsy Ligibel
Producers – Miles Scott, Matthew Roberts, Maree Frakes
Dev Team: Jeff Donios, Aaron Georgeview more - Creative
Categories: Food, BreakfastVMLY&R, Fri, 11 Apr 2014 15:16:33 GMT