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As part of a Back-to-School promotion, Kellogg´s Central America hired SIA Interactive to develop “Back to Recess”, a question and answer game with a puzzle on a Promoman.
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Technical Form |
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| Client |
Kellogg´s |
| Place |
Supermercados – 37 of Guatemala, Costa Rica and Panama |
| Date |
January-April 2008 |
| Client´s Goal |
Kellogg was planning a back-to-school promotion for Zucaritas, Choco Krispis and Froot Loops cereal bars. The company wanted a supermarket promotion that would increase product sales and let mothers know that Kellogg bars are a delicious and nutritious snack that gives children energy for their day at school. |
| Solution |
Questions and Answers with Picture Puzzle on a Promoman. |
| Results |
The solutions fulfilled the client’s objectives. Mothers discovered that cereal bars are the best option for the lunch box and added the product to their shopping carts while children enjoying playing with the cereal bar characters. |
May 2008 – Guatemala, Costa Rica, Panama.
From January through April at Supermercados – 37 in Costa Rica, Guatemala and Panama, Kellogg´s launched a Back-to-School promotion to remind mothers that Kellogg´s cereal bars are a delicious and nutritious snack that gives kids the energy they need for their day at school.
Since the company was looking for an innovative, creative way to implement this promotion, Kellogg´s called upon SIA Interactive to develop and implement “Back to Recess.”
The promotion really got the attention of shoppers, since it was the first time an interactive game of this kind was offered in supermarkets in these countries. In addition, Bar Man was a big hit with the kids. The high level of acceptance was clear: sales rose in all the countries where the promo was held. In Costa Rica alone, sales increased 40% over the previous year.
Bar Man (a Promoman dressed like a Kellogg´s cereal bar) walked up and down supermarket aisles offering mothers product information and samples and inviting them to discover the ideal recess for their children.
Mothers were asked to answer questions on their children to determine their profile and their ideal recess.
Later, the child’s picture was taken and the child’s image was shown with his or her ideal recess in the background. The full image was shown on screen and later split apart in nine pieces. The child had to put the puzzle pieces back together by using a fiber optic pencil in a race against the clock.
“For our Back-to-Recess promotion, we needed a creative and innovative way to reach housewives and get them to include Kellogg´s bars on their shopping list. To do so, we had to find a way to entertain children while we gave mothers information on the product. SIA Interactive offered us two solutions that allowed us to reach out to mothers and give them product information in an educational and fun way. Based on what we learned in Guatemala, we were able to replicate the promotion’s success in Costa Rica and Panama, increasing sales significantly at most points of purchase.”
Claudia Lacayo
Brand Manager Jr. Kids Bars, Paketitos and Instant
Kellogg´s
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