2015 Bronze Best Integrated Campaign

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Ferrero UK

Kinder Surprise - Storymakers

The Team

Claire Elworthy - Creative Director Ray Phelps - Creative Director Barrie Jones - Creative
Emma Barker - Designer Catherine Smith - Designer Will Ravlich - Senior Account Manager
Mark Pearce - Digital Project Manager Mark Sng - Planning Partner Amy Garratt - Group Account Director David Brandman - Marketing Manager Davina Hall - Brand Manager

Campaign overview

Following the success of high profile licence agreements with brands such as Disney and Mattel, Kinder Surprise wanted to build equity in their own-range toys under their existing Treat for the Imagination proposition. The campaign needed to generate maximum reach and awareness during the Easter period, a highly competitive and saturated season for confectionery. Using multiple channels to create a place where children’s imaginations could be brought to life using Kinder Surprise’s toys, the brand’s core toy range gained real value in the eyes of consumers, with value-for-money results.

Strategy

To elevate Kinder Surprise’s core range of toys, the team took a promotional brief and instead created a successful online platform, Storymakers. The strategy brought together several key insights: ∙∙ A child’s adventures are only limited by their own imagination ∙∙ The simplicity of the toy inside a Kinder Surprise has the ability to unlock this magic ∙∙ Creativity aids cognitive development ∙∙ Story time is precious between parent and child ∙∙ Being read to improves literacy The Storymakers interactive online platform sat at the heart of an integrated campaign spanning online, TV, in-store promotion, digital display and media partnerships with Mumsnet and Mummy Pages to build the brand’s existing Treat for the Imagination proposition.

Creativity

Storymakers provided an interactive online environment in which parents and children could create stories using the various Kinder Surprise toys. Linking to the physical product, kids could select the toy they had got, give it a name and choose the adventures it would go on. Creative options varied according to age group, with older kids able to write their own endings. The story was personalised, featuring the child’s name throughout to make it more engaging. At the end of their story, they could read it back, download it and share it online. An illustrative style, inspired by paper craft, brought everything vividly to life. Parents loved to capture their little ones’ creations to display proudly, show to grandparents or share online. Building on this, the campaign offered kids the opportunity to win their own personalised storybook as a keepsake for years to come

Results

Creativity, innovation and client bravery successfully built longterm equity in the Kinder Surprise brand. During the highly saturated Easter period, Kinder Surprise enjoyed their highest ever volume sales, with 16 million eggs enjoyed in March, and maintained its number one ranking as the ideal treat/gift to celebrate Easter with. Almost 5,000 individuals opted in to receive further Ferrero communications, providing Kinder Surprise with new opportunities to engage with its community and drive future promotion. An above-target 85,106 unique visitors used the website for an average of over 11 minutes each. More than 30,000 books were created and 6,600 given away. In-store displays went from 227 to 820, against a target 500, and seasonal displays across major multiples rose from 1446 to 3419. The development of Storymakers 2 is now well underway.