Promo's PRO Award Finalists 2008

#15. Best Campaign Generating Brand Volume

My Tonka Boys
Agency: Alcone Marketing Group
Client: Hasbro

To celebrate Tonka’s 60th anniversary and raise awareness of its new toddler product line, Tonka conducted a nationwide search looking for families with real “Tonka Boys” via an essay contest for parents on the question, “What makes your son and/or your boys Tonka Boys?” Essays were posted to and made available on the Web site www.tonka.com/contest. The prize, which was awarded by popular and judged vote among five finalists, was a home visit from a life-size Tonka truck full of $2,000 worth of Tonka and Hasbro toys. Additionally, during the promotion period, 250,000 package stickers offered consumers of select Tonka Products a free personalized license plate for their Tonka truck. The full-size Tonka dump truck was also used to collect toys for the Marines’ “Toys for Tots” charity in metro markets around the country. The campaign and the new product line created a sales increase for Tonka of more than 49% year over year. The Tonka Web site received 199 qualified entries and a 300% increase in online results ranging from page views to visits and unique visitors.

Listen Up
Agency: Draftfcb
Client: MilkPEP

In 2007, MilkPEP set out to extend its “Body by Milk” campaign, launched the previous year, to increase engagement with teens and increase teen milk consumption. The “Listen Up!” campaign was built on the insight that 75% of teens 12 to 17 spend two to three hours a day downloading and listening to music online, and 60% get free music or redemption codes for downloads from friends. Signs in 41,000 school cafeterias nationwide put forth milk’s healthy weight message, encouraged purchases, and drove teen audiences to www.BodybyMilk.com for free unlimited MP3 downloads from artists such as Rihanna, Taylor Swift, Plain White Ts and Lifehouse. The campaign also offered a streaming music widget that teens could upload to their social network profile pages, behind-the-scenes video content, artist biographies, wake-up calls IM icons and wallpapers. A featured-artist sweepstakes offered autographed guitars and portrait/ CD frames. The campaign drove traffic to the Web site through online messages on teen-favored music sites, and grassroots PR on featured-artist fan sites. As a result, milk servings per student in March 2008 were 8.6% above the 2007 spring semester. The “Listen Up!” site had more than 250,000 online visitors over the 14-week promotion, saw 53,900 MP3 downloads versus a target of 35,000, and achieved deep engagement with teens, who spent an average of 12 minutes on the site—up 50% from the previous semester’s teen program.

Bon Appetite & Bon Voyage
Agency: Eric Mower and Associates
Client: Lactalis USA

To raise awareness of its gourmet cheese products outside the holiday season, Lactalis launched a promotion in July and August 2007 aimed at women 25 to 44 who visited the deli/specialty cheese departments of their local supermarkets. The campaign partnered with Disney/Pixar around the theatrical release of “Ratatouille,” linking its President brand brie and feta cheeses and its Rondele spreadable products to an in-store promotion tied to the concept of travel abroad. Deli managers were given a POP kit with President branding, visuals of the movie’s lead characters, and artwork suggestive of Paris. The package included consumer sweepstakes entry forms for a trip to Paris, along with a pad of recipes and $2-off product coupons. The managers themselves were encouraged to bring together all the President products in a display and use all the POP elements. They could also upload a photo of the display to a promotional Web microsite and compete in a retail display contest to win one of 15 grand prizes—a $200 American Express gift check for a gourmet dinner. Almost 600 display contest entries were submitted, while more than 15,000 consumers entered to win the Paris trip sweepstakes. AC Nielsen Scantrack showed that the campaign lifted distribution 11.4%. for weeks 22 to 32 of the promotion; sales volume for the President gourmet brands was 12% more than the same period the year before.

2007 Monopoly at McDonald’s
Agency: The Marketing Store
Client: McDonald’s