Jun 14, 2017
High five for Toucan at 2017 IPM Awards
by Mike Benns - Board Director
Yes, it was high fives all round last Wednesday as we picked up five trophies for our Peperami work at the annual IPM Awards ceremony held at the Hilton on Park Lane.
Two Golds, two Silvers and the prestigious Brand Owner of the Year award for our client Links Snacks International, which owns Peperami in the UK. In our 26th year, it was our most successful outing at the Awards and a truly memorable evening for all.
Hosted expertly by the lovely Claudia Winkleman, the evening went by in a flash but the excitement of winning both the On-Pack and Partnership Marketing campaigns of the year came after dinner, before which we had picked up the two Silver awards. The cherry on the cake was then collecting the Brand Owner of the Year accolade, one of only three 'special' awards which are made on the night.
The Award Winning Campaign
Our work for Peperami took film partnerships to another level. Instead of just using film assets to ‘badge’ the pack, the iconic Peperami Animal actually became the ‘Stunt Animal’ when the Angry Birds chickened out and needed a stand-in! Together with Sony's agency, Brand & Deliver, we managed to persuade the film-makers to break the 'fourth wall' and allow the brand character to enter the Angry Birds universe.
The Animal was also integrated into several mobile games increasing impact at all available touchpoints.
The on-pack promotion, which supported the partnership, offered the chance to win a holiday to experience what it’s like to live as a bird – either a family tree-house holiday in the hills above Barcelona or a holiday for two to learn how to Fly-Board in the Mediterranean. There were also thousands of runner-up prizes of Angry Birds Movie branded items.
Selected packs featured Angry Birds discs which could be cut out and collected on cards downloaded from the promotional website.
The website (still viewable here) acted as a central hub to communicate both the brand’s and film’s sense of humour, trailers, promotion, etc.
To integrate the promotion with the Angry Birds Mobile Game, the dot on the ‘i’ in the Peperami logo was converted into a ‘birdcode’ which gave players of the new Angry Birds Action game a boost. It could be scanned from the pack using the smartphone's camera whilst playing the game.
To raise awareness of the promotional activity, a special Peperami Stunt Animal Spell was developed for the Angry Birds 2 Game. This consisted of a ‘smart bomb’ that could be launched to help destroy buildings, improving a player's chance of winning.
Finally, the promotional partnership also featured in TV advertising and on social media so it was a truly multi-faceted campaign coverng multiple touchpoints.
Results were stellar too with volume sales up by 23% and household penetration up by 39%, both way ahead of target. Also, The Angry Birds Movie went on to become Sony's best box-office success of 2016 so this was truly a win-win project for all involved.
Commenting on the Awards themselves, John Sylvester IPM Chairman, said "Each year, the standard and quality of work continues to impress and wow our judging panels with the incredibly high standard of creative strategy, thinking and execution that delivers effective campaigns. These campaigns are not only Award winners here but, most importantly, they are responsible for growing brands and engaging consumers in activity that positively changes behaviour."
Well, this campaign certainly achieved that and recognised the strategic, creative and promotional skills that exist within the agency. If you would like to hear more about them or have your own marketing challenge that needs award winning solutions then maybe we should talk!?
If you found this article interesting then please click here to subscribe to our monthly newsletter.