|Title||MAKING MOM THE STAR OF CHRISTMAS|
|Product / Service||EDEN|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||CARAT PHILIPPINES Makati City, THE PHILIPPINES|
|Idea Creation 2||OGILVY & MATHER PHILIPPINES Makati City, THE PHILIPPINES|
|Media||CARAT PHILIPPINES Makati City, THE PHILIPPINES|
|Idea Creation||CARAT PHILIPPINES Makati City, THE PHILIPPINES|
|Erick Razon||Ogilvy & Mather||Account Executive|
We needed to focus on a special event that we could leverage to showcase Edens ability to make dishes more special. Busy Filipino Moms told us Christmas was the most special of the celebrations throughout the year and in speaking to them about their food preparation at Christmas, we found our guiding insight: Whilst Moms do not outwardly seek affirmation, they do secretly hope that theirs is the favourite dish on the table. Christmas is a mini competition between Moms with the dish that forms the longest line becoming THE dish of the celebration. The Mom who made it is rewarded by knowing that she is the star of that gathering. The insight became central to the idea: “Make Mom the star of Christmas”. The idea gave us a platform to make both Eden and Mom the centre of attention at Christmas
The Nationwide cooking events were the star attraction of our campaign with 13,000 hopeful Filipino Moms entering across 50 communities. Guided by chefs, Moms created their favorite Christmas recipes, made even more special with Eden Cheese. The Mom that made the dish that drew the longest line was selected as the Community representative in the grand finale. The winner receiving P500k of prizes and getting the opportunity to feature in her own TVC and share her special dish with the nation. From October, Moms were encouraged to enter the contest via promotional TVCs and radio promotions. In store we made moms feel like stars with innovative, motion censored activations at shelf. Moms who approached the Eden shelf, had a spotlight, quite literally, shone on them. Eden also created dedicated Christmas packs which could be transformed into Christmas tree decorations to form part of the entry mechanic for the competition
Eden was a star performer: Business • Increased monthly penetration from 10.6% (Sept 15) to 12.7% (Jan 16). • Revenue growth of 15% in December, 5% during campaign period (OND). Marketing • 62% of Filipino Mums agreed that Eden “makes dishes more special and delicious” (up from 55%) Media • 13,000 attendees at the cooking contest across 50 communities • 22 million Mums reached online with top video delivering 728,296 views Mondelez Client: The “Be the Star this Christmas” integrated campaign was a refreshing and exciting take on Christmas, allowing Eden to give moms the recognition that they truly deserve. With a strong and insightful idea effectively brought to life, this has been Eden’s best Christmas performance, delivering stellar business and market results" However, what we are most proud of is the feedback from Mums who loved Eden for giving them recognition and making them feel special at Christmas
This is a fantastic example of a brand team and agency making great ideas a reality, with huge success. In Christmas 2015 we made Eden Cheese Mondelez Star performer. We drove growth for an already successful brand in a highly competitive category, made thousands of Filipino Moms feel special AND one Filipino Mom famous across the country. This was made possible through the powerful insight we uncovered about the competitive nature of Filipino Moms during Christmas. We created an integrated experience through TV, radio, events and digital, ensuring the idea was driven right through to in-store and on pack too.
To make Moms feel special when using Eden we launched a nationwide search to find the “Eden Star of Christmas”. Launching a series of events, across The Philippines, we gave Moms the chance to showcase their best Christmas dishes to a hungry, local crowd. The winner would get the chance to be the star of the next Eden TV ad and showcase their winning dish to the nation. Our campaign shone brightly with an integrated, multimedia campaign that drove mass reach, yet also encouraged individual participation too. We supported the contest with an integrated campaign including: - promotional TV spots - digital video - radio promotions - innovative in-store activations - creative use of Eden packaging Everything from on pack to promotional TV spots worked together to create an integrated and connected experience which celebrated Moms and made both Eden and Moms feel special throughout the Christmas season.