CLIENT
Kellogg's EMEA
Stephanie Thys, Marketing Director
Elena Mancini, Marketing Manager
Aisling O'Hara, Marketing Manager
AGENCY
Lee Barber, Planning Partner
Gilliam Caldwell-Dunn, Strategy Director
Bob Kilciauskas , Group Creative Director
Pedro Rosa, Group Creative Director
Terry O'Neill, Associate Creative Director
Angela Harding, Associate Creative Director
Agi Varanyi, Business Lead
Matthew Gladstone, Planning Partner
Raquel Chicourel, Chief Strategy Officer
Carat
Greg Paterson, Partner
ZEAL Creative
SUMMARY
Gaming is a huge snacking occasion, but tough to win at: cynical audience, cluttered environments and intense competition. To get gamer attention, change perception and drive volume for Pringles we went beyond traditional advertising to create disruption at scale. We created our own gaming character, broke it out the game and into the world live on Twitch. Then we transformed him into an influencer that gamers loved. We were more watched than the top games themselves, increased gaming association 94 % and delivered significant volume with an ROI of €2.92.
