Results and Effectiveness

The results were outstanding: • Twix impulse sales grew by 7% in 6 months, more than doubling category growth. • The Twix logo recognition increased by 65%. • We paid around 80% less than pre-roll advertisers, even though we were present for the entire video view • In the first week, our media partner became the largest digital broadcast TV channel in market for our audience. All of these results were driven by the fact that what we needed did not exist, and we were able to create our own future, rather than just buying what is for sale.

Creative Execution

We quickly identified catch-up TV as an ideal platform to give consumers control back, and needed to embed ourselves within this environment. The problem was, any existing advertising space was at odds with our strategy of not interrupting, so we had to create a completely new media property. Partnering with Eleven, we re-designed their entire catch-up TV site to have our logo actually become the pause button itself! Becoming part of the site infrastructure meant that we served a functional purpose for every single video view on the site for the year, even when other companies were advertising on pre-rolls. We then changed the site functionality to allow users to pause content directly from our permanent banner placement. Our partnership then extended to pausing live TV, supplying our audience with lists to help short-cut their entertainment planning, and even replacing the network logo on their TV coverage!

Insights, Strategy and the Idea

Twix is a brand that has had very little support for a number of years, and as such had no real place in the Australian consumers mindset. With very limited funds, we needed to connect with our audience in a creative way that would elevate Twix beyond the multitude of competitors. And all we had to bring this to life was a logo. The Twix pause logo represents the universal need for more freedom to enjoy your life, which is demonstrated through taking a break in an ‘always on’ world. The idea of putting things on pause helps give control back to our audience. With this in mind, we could not advertise around break occasions. We could not be an interruption to what our audience was doing, they had enough going on already. We needed to become the pause itself. So that is exactly what we did.