the gaffer' hidden sugar campaign

PowerPoint Presentation

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ANDREWwe want to tell you about one of the biggest problems we face today and the solution we have created We are confident that because of this presentation tomorrow morning you will check sugar content in your breakfastwe are an inside job, we are all about pushing boundaries

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ANDREWELAINEAISLINGJENNIFERTHOMAS

SHEENABENCATHALAVRIAL

ANDREW

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4Ireland is consuming too much sugar.

ANDREWIreland is consuming too much sugarSugar is leading to obesity and tooth decay4

510%15%

ANDREWCommunicate a message to the Irish public that will lead to a shift in their perception awareness and overall consumption of sugar15 10 %

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18 tsp12 tsp

ELAINE 3 x Visual SlideDaily intake18tsP / 12 tsp / 6tspThe first issue that we have to reduce the daily intake from 18 tsps to 12 but the real target would be 6tsp. talk around how this is a big problem?

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?WHO

?HOW

ELAINE The IssueWhen we received the client brief and read through it we found some areas that we knew we would have to tackle in order for us to come up with a solution to this problem

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ELAINERat Story

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93 in 5

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107%83%

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Sugar Consumption per capita126.4g102.9g102.5g96.7g

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AISLINGChallenges that we had to approachAnother issue that we took away from your brief was the challenge which sites at the core of this prob of causing behavioural change amongst the consumers. In order to make this change for the better we needed to look at ways in which we could influence a group of people and cause them to give up what has been a habit of a life time. They have grown up in households were sugar comes in your tea and an evening withoutWe needed to look into the best approach to take that would make people change a life long habit. We knew that we had to go further than just informing them, we needed to give them tools to make change

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21-34

AISLINGone purpose of the secondary research was to find a target market that would be receptive to our message. We chose 21-34 year olds

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1730%RISE IN OBESITY IN LATE 20s

AISLINGThe brief didn't have one. In order for us to create a campaign that would be effective we needed to narrow this down to a target market that wouldlisten to usspread the message3. help to drive the change in a wider circle?

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AISLINGStill a chance they can change their habits & influence future generations

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AISLINGThere was one that stood out: That 48% of millennials want their brands to be ethical and honest. We knew that if we created a message that gave them the truth about sugar consumption then this would help them make choices that they are happy with

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20feel like they make smart informed choices around their foodiNSTAGRAM

AISLINGThey currently feel like they make smart informed choices around their food

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1 IN 3 on a diet

AISLINGThey currently feel like they make smart informed choices around their food

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ELAINEKey findingspercentage bubblesThey count calories when controlling their energy intake?% are actively trying to lose weightthey know sugar is a problemLook to see is there facts around low fat and low calorieto reduce their sugar intake they said they would eat less sweet food - this showed us that they were unaware that sugar was hiding in savoury foods

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ELAINEsurvey

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ELAINEKey findingspercentage bubblesThey count calories when controlling their energy intake?% are actively trying to lose weightthey know sugar is a problemLook to see is there facts around low fat and low calorieto reduce their sugar intake they said they would eat less sweet food - this showed us that they were unaware that sugar was hiding in savoury foods

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25PICS OF SWEETS ETC

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26PICS OF SWEETS ETC

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Flapjack-healthy treatChocolate Fudge Cake- I like to eat while watching tv, I feel I deserve a treat as it was a Saturday nightThai Takeaway, treat for Saturday dinner, but also tried to choose a healthier option by choosing Thai

Chicken Curry, wasnt aware there was sugar in curry sauce, puzzled by this?

Sugar in multigrain crackers? Big Shock!

THOMASWe did food diariesquotestakeaways - eating healthy to balance out diets & shock around hidden sugarlow fat/low calorie

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THOMAS30

31CREATE AN ENGAGING SHAREABLE BEHAVIOUR CHANGING BLAH

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Our target group balance out their bad eating habits with healthy foods

THOMASProduct - Lying to consumers - low fat, low calorie (shift the blame)Audience - Balance out their bad eating habits with a healthy diet

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Out hidden sugar to help people make informed choices

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38Tell me again why sugar is bad for me

BEN - Audience already know sugar is bad for them,as such we must avoid the preachy, parent child tone so often found with health awareness campaigns.

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Sugar Consumption per capita126.4g102.9g102.5g96.7g

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402 Cereal bars

BEN - The equivalent of two cereal bars. And that stuck with us. We thought, lets put out a tongue in cheek, humourous campaign that says Were fourth now, Lets get to number one in a way that cuts through the messaging of previous health campaigns and resonates with our audience. And in doing so, we out the hidden sugars that have helped us get to fourth so far, and will continue to drive our sugar consumption until were the largest consumer of sugar in the world. 40

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BEN - Then we thought, what if we flip our message. We currently consume, on average, 90g of sugar a day. Americans, at the number one spot, consumer 120g. Theres only 30g in the difference. So what does it take to get to number one? 41

42The radio is saying we should eat MORE sugar hun.

BEN - Theres one big issue with a campaign like this, what if people think were serious? How can we tie our message in with a messenger that conveys our tongue-in-cheek message in a way it clear that consuming more sugar isnt the goal. We needed a character, a personality42

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BEN - Id like to introduce you to the Gaffer. Hes a proud Irish man, whos heart aches, not from sugar consumption but from the hard times our nations been through. Were a proud nation, but we havent been doing to well lately. What with the recession, not winning the rugby, and a competition we used to smash at, we havent qualified for in two years, even then, we came last. Its all a bit too much for The Gaffer, and hes ready for Ireland to be Number One again, even if its for the wrong reasons.

Before we get into how the Gaffer is driving this campaign, Id like to introduce you to Jen whos going to take you through our connection moments and media touchpoints.

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Meet the gaffer.



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1st burst2nd burstSocial BlitzEXPLANATIONEDUCATION

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JENJen talks about the overall Media strategy using the life line to explainincluding social strategy & Website (hashtag use)

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JENEXPLAIN THE GAFFER AND HIS MACRO MESSSAGE

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SHEENAIntroduce the radio spot49

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SHEENAShow a couple of examples50

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JENI could stand here all day and talk about all the benefits of Digital, instead i'm going to talk about the key benefits. This graph shows how much all the different media has increased or declined over the past number of years. But if we look at digital, we can see that is more than doubled since 2011. And this will continue to grow. We also know that our target market spends a significant amount of time online. Digital spend, including both desktop and mobile, in H1 is up year on year by 25%.

Statistics from Maximum Media (Joe.ie/Her.ie) showed that 70% of their traffic comes from their social media posts. For this reason we have taken a step back from using HPTO and really thought about the consumer journey. Instead, we will be using social landing page takeovers on Maximum Media sites. This means that when a user clicks though to Joe.ie and Her.ie from a social posts, only Hidden Sugar ads will be shown for 24 hours.

We will also be using High impact formats such as Billboards and Half page ads to really drive awareness and engagement.

Mobile is an integral part of the digital communications plan. As a whole nation, we have become so dependent on our mobile phones. We check them first thing in the morning to the last thing at night (Core Media data: Q3 2014). In the last year, mobile usage has increased by 72% overall (IAB Mobile Connect 2015). In Ireland today, 75% of the population use a smartphone and 1/3 of all internet usage is through a smartphone.

From the research conducted, we realise that our target audience is spending less and less time watching TV, and more time catching up on their favourite programmes when they have the time. So we decided to take a step back from TV and instead focus on VOD. TV penetration on adults aged 24-34 is decreasing every year, but penetration from VOD is continuously rising. In fact, 12% of all adults aged 25-34 dont own a TV set (Core Media, 2015)

We have also used SEO to drive organic rankings for our website, and then used PPC to target certain keywords. We have also allocated some of our budget for reactive PPC, so if something is trending online we can target those search terms.

All of our media contains the one call to action, which is driving people to the website. This website is where all the facts and figures on hidden sugar can be found. A strong call to action will appear on all digital formats to encourage users to click through to the website.

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experiential.

As this is a behavioural change campaign, we felt that it was not enough to just show our audience our messages, but to actually get them to stop and get involved. As we mentioned earlier, consumers want to be entertained by brands. The question was, how do we get the target audience to stop and engage with our brand and message? we need to intercept them on their journey. We know this audience are constantly on the go, using their smart phones all throughout the day. We are also targeting this audience as they commute to and from work through outdoor. We pulled data from TGI focusing on what this demographic actually do with their phone, and it showed that 21-34 year olds over indexed for playing games. So we targeted Connolly Station for our experiential moment, allowing consumers to play a game against The Gaffer. Once they log into the Wi-Fi in the train station, an interstitial will appear asking them if they want to play a game. They will play the game though their own phone but it will appear on the large screen in station for all the commuters to see. If they can beat The Gaffer they will win a prize.

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JENI could stand here all day and talk about all the benefits of Digital, instead i'm going to talk about the key benefits. This graph shows how much all the different media has increased or declined over the past number of years. But if we look at digital, we can see that is more than doubled since 2011. And this will continue to grow. We also know that our target market spends a significant amount of time online. Digital spend, including both desktop and mobile, in H1 is up year on year by 25%.

Statistics from Maximum Media (Joe.ie/Her.ie) showed that 70% of their traffic comes from their social media posts. For this reason we have taken a step back from using HPTO and really thought about the consumer journey. Instead, we will be using social landing page takeovers on Maximum Media sites. This means that when a user clicks though to Joe.ie and Her.ie from a social posts, only Hidden Sugar ads will be shown for 24 hours.

We will also be using High impact formats such as Billboards and Half page ads to really drive awareness and engagement.

Mobile is an integral part of the digital communications plan. As a whole nation, we have become so dependent on our mobile phones. We check them first thing in the morning to the last thing at night (Core Media data: Q3 2014). In the last year, mobile usage has increased by 72% overall (IAB Mobile Connect 2015). In Ireland today, 75% of the population use a smartphone and 1/3 of all internet usage is through a smartphone.

From the research conducted, we realise that our target audience is spending less and less time watching TV, and more time catching up on their favourite programmes when they have the time. So we decided to take a step back from TV and instead focus on VOD. TV penetration on adults aged 24-34 is decreasing every year, but penetration from VOD is continuously rising. In fact, 12% of all adults aged 25-34 dont own a TV set (Core Media, 2015)

We have also used SEO to drive organic rankings for our website, and then used PPC to target certain keywords. We have also allocated some of our budget for reactive PPC, so if something is trending online we can target those search terms.

All of our media contains the one call to action, which is driving people to the website. This website is where all the facts and figures on hidden sugar can be found. A strong call to action will appear on all digital formats to encourage users to click through to the website.

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BEN - A campaign like this strives on social, and in order for The Gaffer to be a fully fleshed character, hell be sharing his message across multiple platforms. On the likes of Facebook, hell share weekly meal plans like a personal trainer might give you, highlighting the perceived healthy alternatives and quick meals thatll give you that extra 30g of sugar a day. Twitter allows him to join in with cultural conversations. Watching Operation Transformation, or Irelands Fittest Fam. You can be sure the Gaffer will hijack the hashtags to live commentate his opinions of the show. Instagram is perfect for pics of his daily meals, and to further out hidden sugars.61

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BENCharacter Growth62

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BENCharacter Growth63

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BENAs the campaign grows, so will The Gaffers presence online. Lonely hearts around Valentines day might see a familiar face crop up in their potential connections. Spotify users will be directed towards a motivational playlist, curated by none other than the Gaffer, heard alongside Spotify ads directing you to the playlist and our other platforms. Social allows us to breath a sense of realism into this character, and help hammer home his message.64

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+1 70%+1 67%

JENWe recognise that a click is not a click, and a video view is not actually a video view. In order to successfully measure the effectiveness of our campaign we will be measuring our digital advertising slightly differently. We will be implementing floodlight tags or tracking pixels onto the website. This means that we will be able to accurately track how many people clicked onto one of our display ads and landed on the website. We can also monitor a users journey throughout the website and use this data to improve the website experience. We will also implement the same tracking pixels across our Facebook and Twitter posts so we can effectively track the consumers journey coming from social.With VOD, we will be focusing on engaged views only. This means that we will be measuring how many people reached 50% of the video, on both social and third party sites (RTE player).By using the one continuous call to action we can track and measure how many people are searching for that term and use social listening tools to see if people are talking about the campaign.As we are driving a behavioural change, another KPI we have set is the amount of articles viewed on the website. When people land on the website we want them to get involved with the site and educate themselves

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JENWe recognise that a click is not a click, and a video view is not actually a video view. In order to successfully measure the effectiveness of our campaign we will be measuring our digital advertising slightly differently. We will be implementing floodlight tags or tracking pixels onto the website. This means that we will be able to accurately track how many people clicked onto one of our display ads and landed on the website. We can also monitor a users journey throughout the website and use this data to improve the website experience. We will also implement the same tracking pixels across our Facebook and Twitter posts so we can effectively track the consumers journey coming from social.With VOD, we will be focusing on engaged views only. This means that we will be measuring how many people reached 50% of the video, on both social and third party sites (RTE player).By using the one continuous call to action we can track and measure how many people are searching for that term and use social listening tools to see if people are talking about the campaign.As we are driving a behavioural change, another KPI we have set is the amount of articles viewed on the website. When people land on the website we want them to get involved with the site and educate themselves

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2exposing food companies for hiding sugarreduction of sugar in take awareness of hidden sugar

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ANDREWConclusion. You can tell people it was an inside job

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the gaffer' hidden sugar campaign

Marketing