It’s No Picnic
Issue 17 | December 2010
Agency
George Patterson Y&R Melbourne
Creative Team
Executive Creative Director: Ben Coulson; Creative Director/Writer: Jim Ingram; Creative Director/Art Director: Ben Couzens; Digital Art Director: Stephen Joss
Production Team
Digital Producer: Carrie Burman; Digital Developer: Beau Rushton; Flash Developer: Jadon Baker; Agency Producer: Romanca Jasinski
Other Credits
Group Account Director: Mike Napolitano; Account Manager: Alice Mason; Head of Planning: Kate Smither; Head of Digital Strategy: Luc Wiesman
Date
February 2010
Background
In Australia, a Picnic chocolate bar is known for being a nutty, chewy mouthful. It’s generally eaten by slightly older males (25-35). The objective was to get a younger market to consider the product (16-22). They knew about the bar, they just weren’t eating it.
Young Aussie males think they’re pretty tough. So they were challenged to finish a Picnic in the space of a TV spot. It couldn’t be that hard, right?
The lbranded thought, IT'S NO PICNIC, set up the idea and the challenge.
Idea
The idea is simple: Think you can eat a Picnic in the space of a TV ad? Prove it.
In this world of tweets, posts, blogs, tubes and books there’s a real race for ‘getting yourself out there’. This campaign offered the ultimate prize – fame on national television.
Not only could the audience make their own personalized ad using our website, they had the chance to get their mug on TV, because every single one of the 200+ TV ads that went to air, was filmed, edited and created by a real person. And each ad directed people back to the website, so more ads could be created…
Results
At the time of submission just over 12,000 ads had been created using the website and at least 12,000 Picnics sold just to make the campaign. 207 of these ads made it to national television. The site recorded over 200,000 video impressions, with the average visitor watching at least 4.3 commercials per visit. There were 100,000 recorded ‘tweets’ and discussions on over 40 different blogs. Importantly, Picnic marketshare has risen from 3.0 to 5.1 since the campaign began, the first time Cadbury has seen a rise for this product in 2.5 years.