This July, Kellogg’s are partnering with Crayola to make breakfast & snack time a little more creative.
Black and white packaging will be released across all major retailers, offering consumers the chance to ‘Colour & Win’ one of five Family Crayola gift packs every day.
Adding to the family fun, competition entrants can bring their coloured creation to life through cutting edge, browser-based Augmented Reality.
Watch the TVC here:
The team from Sydney-based creative agency Kinetic are responsible for the conception and activation of the promotion.
Kinetic creative director, Nate Martin stated: “Redesigning the packs of such an iconic brand was a real privilege and the trust Kellogg’s gave us to go as minimal as possible was great validation of the idea.
“We’re intrigued to see how consumers interact with the campaign and are proud to be delivering one of the first instances of in-browser Augmented Reality for an FMCG brand.”
Kellogg’s senior shopper activation manager, Felicha Hogan said: “We’re particularly delighted to be partnering with Crayola for this campaign.
“As a first for Kellogg’s we’ve been able to strip the colour from our packs and hero our distinctive assets, whilst making sure shoppers can still find us on shelf.
“In addition to the interactive AR experience, as an added surprise and delight, Crayola prize packs will be won daily.
“We’re excited to be bringing families together through creative activities on pack and can’t wait to see their artwork come to life.”
Client: Kellogg’s Partner: Crayola
Senior Shopper Activation Manager: Felicha Hogan
Kellogg Portfolio Manager: Jeci David
Director of Marketing & Corporate Affairs, Kellogg ANZ: Tamara Howe
Creative Agency: The Kinetic Agency
Creative Director: Nate Martin
Creative Team: Damien Quinn & Michael Wilds
Agency Producer: Jeff Edwards
Managing Partners: Danielle Collins & Bree Mankin
Senior Account Manager: Georgie Jenkins
Domain’s chief marketing officer (CMO), Rebecca Darley, said that without Tealium’s customer data platform (CDP), her business would not have been able to achieve the personalised marketing success that has made it one of the leaders in data-driven marketing in Australia. Speaking at an exclusive breakfast event hosted by B&T at Sydney’s swish harbourside restaurant, […]
Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]