As part of a brand new digital initiative to engage consumers in conversation about Australia’s leading breakfast cereal, Weet-Bix recently kicked off the 2015 Weet-Bix Messy Kids Search photo competition.
The competition was developed in close collaboration with digital agency Soap Creative, who were appointed by Weet-Bix as their new digital agency following a competitive pitch.
The 2015 Messy Kids Search competition was a huge success for Weet-Bix, and after running for just one month, the photo competition generated almost 3,000 entries and close to 20,000 votes.
The competition was the first of a series of digital activations from a long-term strategy developed by Soap that will bring new life to this Australian icon and see it in places never seen before.
The 2015 Messy Kids Search competition was in honour of all the millions of kids who have eaten, crunched and slurped their way through bowls of wholegrain goodness, and for all the parents who’ve had to clean it up!
Comedian Em Rusciano was appointed by Weet-Bix to kick off the campaign through her highly engaged Facebook community, as well as a series of media interviews. Rusciano’s launch video alone reached over 148,000 people and attracted over 43,000 views and 1858 likes. Connect PR have been working with Soap Creative to amplify the campaign.
The 2015 Weet-Bix Messy Kids Search competition ran 29 October to 30 November. The entry mechanic was for consumers to upload a photo of their favourite messy kids moment (not strictly limited to Weet-Bix moments) and were encouraged to share their pic with friends and family for votes.
The top ten photographs with the highest votes were then submitted to the judging panel of Weet-Bix team members and Em Rusicano. The winner will receive a $4,000 Smarter Money account from Yellow Brick Road to invest in their child’s future, and a $100 Weet-Bix Hamper, with two runner-ups also each wining $500 cash and a Weet-Bix hamper.
On the initiative, Weet-Bix senior brand manager Alex Garas said, “With most Aussie’s raised on Weet-Bix we thought it would be fun to celebrate genuine, funny parenting moments and by all accounts parents enjoyed sharing them with us – we are thrilled with the results.”
Soap Creative founding partner Ashley Ringrose added, “As a father who photographs every aspect of his child’s life, this project was something close to my heart. It was great to see the community embrace it with such positivity not just towards Weet-Bix but the other entrants.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]