SELFIESTIX

Creative Effectiveness Spike

Case Film

Presentation Image

Presentation Image

TitleSELFIESTIX
BrandMARS
Product / ServiceDENTASTIX
CategoryA01. Creative Effectiveness
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement WAVEMAKER Auckland, NEW ZEALAND
Production COLLECTIVE FORCE Auckland, NEW ZEALAND
Production 2 FINCH Auckland, NEW ZEALAND
Production 3 FRANKLIN RD Auckland, NEW ZEALAND
Production 4 BLOCKHEAD VFX Auckland, NEW ZEALAND
Production 5 DEPARTMENT OF POST Auckland, NEW ZEALAND
Additional Company MARS NEW ZEALAND Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Chief Creative Officer
Dan Wright Colenso BBDO Executive Creative Director
Kim Ragan Colenso BBDO Creative Director
Maria Devereux Colenso BBDO Creative Director
David Arcus Colenso BBDO Creative Technologist
Craig Thompson Colenso BBDO Creative
Ahmad Salim Colenso BBDO Group Business Director
Nico Ainsworth Colenso BBDO Senior Business Director
Ruby Soole Colenso BBDO Account Manager
Natasha Gill Colenso BBDO Senior TV Producer
Scott Chapman Colenso BBDO Integrated Producer
Neville Doyle Colenso BBDO Digital Planning Director
Amy Pollok Colenso BBDO Planner
Andy Blood Facebook Creative Shop Creative Strategist
Oliver Downs Mars NZ Head of Marketing
Cormac van den Hoofdakker Mars NZ Marketing Manager - Pet
Giovana Peroni Mars NZ Brand Manager - Dog (Pet)
Dean Pomfrett Colenso BBDO Design Director
Charles Howells The Collective Force Photographer
Jason Jones The Collective Force Photographer's Producer
Alex Gillespie Colenso BBDO Producer
Karen Bryson FINCH Production Company Executive Producer
Sarah Cook FINCH Production Company Producer
Jae Morrison FINCH Director
Abigail Greenwood FINCH Director
Shane Taipari Franklin Rd. Sound Design
Ryan Dickinson Franklin Rd. Sound Design
Ginny Loane Independent DOP
Laban Dickinson Flux Animation
Tom Eagles Independent Editor
Cushla Dillon Independent Editor
Pete Ritchie Blockhead / Department of Post Colourist
James Gardner Blockhead / Department of Post Colourist
Stefan Coory Blockhead / Department of Post Online Editor
Ryan Dickinson Franklin Rd. Sound Design
Katie Scott Franklin Rd. Sound Design

Summary

Introducing SelfieSTIX: an idea that turned DentaSTIX from a functional oral care product to an irresistible dog treat (that just so happened to be good for your dog’s heath). The objective for this work was to turn around a global brand in decline. But, perhaps more importantly for the long-term, it was also to test a whole new way of working, relying on one of our smallest markets to innovate, prototype and validate a scaleable solution for a big global challenge. Given the business challenge and our objectives, we knew that a simple communication idea wasn’t going to be enough. SelfieSTIX is an integrated platform with multiple real world and digital elements that brings dog and owner closer together by rewarding the owner with the perfect selfie portrait and the dog with the perfect treat. BUSINESS RESULTS Objective: Dating back to 2013, PEDIGREE campaigns in the NZ market typically see a 4% - 6% increase in sales. We wanted to beat this. Result: ACHIEVED (in fact we more than doubled it) The campaign was a huge success. The popularity meant that during the campaign PEDIGREE DentaSTIX achieved 13.3% increase in sales volume compared to the pre-campaign period . This uplift was huge for the brand and equated to the HIGHEST MONTHLY SALES ON RECORD FOR DENTASTIX in NZ . MARKETING OBJECTIVES Objective 1: From a retailer perspective, we judged ‘engagement’ by an increase in distribution, as if they believed in the idea they were more likely to give us space. Result: ACHIEVED During the campaign period DentaSTIX saw an increase in distribution by 8.55% . Objective 2: From a consumer perspective, we wanted to get more people to literally ‘engage’ with the brand by buying it. We set an ambitious objective of getting SelfieSTIX into 1 in 4 NZ HOUSEHOLDS with dogs. With annual penetration running at 25% , achieving this in just 8 WEEKS would be a big feat Result: OVERACHIEVED SelfieSTIX became a major hit with NZ dog owners. In fact, it was so popular that in just 8 weeks approx. 1 IN 3 NZ HOUSEHOLDS WITH DOGS got their hands on a SelfieSTIX. BRAND OBJECTIVES We wanted to understand the appeal of the idea and its potential impact if we scaled it to bigger markets. Objective: We didn’t want people to download the app, we wanted them to genuinely engage with it and create buzz around it. We therefore set the ambitous goal of getting 1 in 2 people who took a picture with our app to share it on their social feed. Result: OVERACHIEVED 59% of those who took a selfie with their dog shared it on social media .

Links
Application URL