Problem: “Kenco are launching a CSR initiative in a really dangerous country, but the TV ad is too busy being a pop video, and doesn't feature anyone that's actually being helped.”
Solution: Epic cross-platform storytelling, bringing the participants' stories to life in many ways. For maximum reach, we focussed on snackable content across social. But viewers could also visit the absorbing campaign hub, take part with Kenco Rewards Club, or receive monthly email updates.
Results: Relentless testing and honing means this is now held up as a 'Best in Class' social demo by Mondelez.
Creative credits: John O'Sullivan, Steve Clinton, Ben Sawyer, Rob Morris & Rick Blackburn