Agency: Bastion Effect
The inside scoop on one of our tastiest campaigns defending Arnott’s Shapes against a Doritos onslaught.
With the launch of Doritos Crackers, we were asked to defend Arnott’s Shapes and position them as the #1 Aussie savoury snack, reminding consumers that “There is No Substitute for Shapes”.
To win the hearts and minds of Australians, we took a three-fold approach in order to reach consumers and help them to associate Shapes with our creative platform “#whatacracker”, which was all about celebrating moments of togetherness and connection with friends and family.
We directed all activity at our target demographic of grocery-buying mums, as well as the younger demographic of millennials that Doritos would be targeting.
We started with a socially driven campaign celebrating Aussies’ obsession with crackers and reminding them about all the traditions and rituals surrounding the Australian icon that is Arnott’s Shapes. We did this through OOH Advertising, a paid publisher partnership with Mamamia and a consumer Facebook competition (offering a year’s supply of Shapes for sharing the best #whatacracker moment and photo).
We then created buzz around the campaign by partnering with quintessential Aussie influencers and YouTube personalities, encouraging them to share their #whatacracker Shapes rituals and moments of connection. We also engaged national media through campaign pitching and media gifting in order to continue to raise awareness and build momentum surrounding the campaign and competition.
Lastly, we brought #whatacracker to life by building a life-size Shapes box in the middle of Sydney’s most iconic destination – theSydney Harbour in front of the Opera House. Here consumers, media and influencers all attended the event and interacted with Arnott’s Shapes to create their own personalised #whatacracker selection. They were also able to take photos and share their interactions with Shapes on social media.
The #whatacracker campaign was a huge success, generating buzz for Arnott’s Shapes across multiple varieties including in-person, via media outlets (including Buzzfeed, Pedestrian, Broadsheet, and more), and on social (Facebook, YouTube, Instagram). We were also able to produce a vast amount of content for Arnott’s to use across their channels, including YouTube videos, influencer content and consumer interviews.
Some stats we’re proud of: 2.5 million social reach, 94% positive mentions, 154,000 likes, nearly 5,000 comments and more than 3200 Facebook competition entries. Did we mention we also scored 124 media hits and hosted more than 3400 people at the activation who shared more than 200 photos across social. What a cracker indeed!
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