THE DOLMIO PEPPER HACKER

Short List
TitleTHE DOLMIO PEPPER HACKER
ClientMARS FOOD AUSTRALIA
Product/ServiceDOLMIO
CategoryE01. Social Video
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Advertising Agency CLEMENGER BBDO SYDNEY, AUSTRALIA
Media Agency STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA

Creative Execution

We invented The Dolmio® Pepper Hacker, a pepper cracker that temporarily powers down TVs, shuts down Wi-Fi and disables non-native mobile apps, providing families with quality, tech-free time during dinner. Once we'd built a few, we gave them to some frustrated mums who agreed to take part in our social experiment and helped us hide cameras in their homes. We then released an online film (on YouTube) with a call to action to share and help Dolmio bring families together at dinnertime. To bypass strict signal jamming laws, we created an innovative hybrid solution utilising existing technologies.

To say the campaign exceeded client expectations would be an understatement. The campaign exceeded the KPI’s set for online views of the film by a staggering 16,394% (KPI set at 500,000 views). In just 4 weeks we achieved: - Over 3 billion earned media impressions - Over 82 million views of the online film across YouTube and Facebook - $27.2 million in earned media Social media commentary showed our audience was inspired to ditch the tech and reconnect at dinnertime. Tens of thousands of commented, tweets praised the campaign and it’s family-centric messaging and the film achieved over 1.25 million shares on Facebook alone.

Dolmio is the clear market leader in the Italian food sector and can be found in over 2 million household across Australia and is predominately purchased by mothers. Recently however, the Italian Food category has been in decline due to more exciting food categories such as Mexican. Dolmio needed to become relevant again. A study commissioned by the brand found that technology has hijacked family dinnertime. So, as a brand that believes dinnertime should bring families together, Dolmio wanted to do something about it. So to highlight the problem and get people reassessing their use of technology during dinnertime, we invented The Dolmio® Pepper Hacker, a pepper cracker that temporarily powers down TVs, shuts down Wi-Fi and disables non-native mobile apps, providing families with quality, tech-free time during dinner. Once we'd built a few, we used them in a social experiment with real families to see what happens when technology is removed from family dinnertimes.

Credits

Name Company Position
Paul Nagy Clemenger BBDO Sydney Executive Creative Director
Luke Hawkins Clemenger BBDO Sydney Creative Director
Ben Smith Clemenger BBDO Sydney Creative Director
Hadleigh Sinclair Clemenger BBDO Sydney Copywriter
Jack Delmonte Clemenger BBDO Sydney Art Director
Tim Mcpherson Clemenger BBDO Sydney Head Of Craft
Daniel Mortensen Clemenger BBDO Sydney Senior Designer
Brendan Forster Clemenger BBDO Sydney Head of Creative Technology
Kit Lansdell Clemenger BBDO Sydney Planning Director
Madeleine Marsh Clemenger BBDO Sydney Group Account Director
Nick Alcock Clemenger BBDO Sydney Account Manager
Denise McKeon Clemenger BBDO Sydney Head of Integrated Production
Robin Sun, George Tyler, Annabel Jewers Clemenger BBDO Sydney Content
Anthony Tiernan Clemenger BBDO Sydney Sound Engineer
Toby Clark Porter Novelli Social Planner
Toby Royce Clemenger BBDO Sydney Editor
Kirstin Lees Clemenger BBDO Sydney Producer
Tom Russell, Katrina Jarratt Clemenger BBDO Sydney Additional Creative team
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