2011 Silver Effie Winner “Right to the Bunk”

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Objective #3 Grow Share: •. Achieve trajectory for 30% market share within first two years of product availability. The Big Idea ... Mobile Phone. Other. X OOH.

2011 Silver Effie Winner

“Right to the Bunk” Category: Agricultural, Industrial & Building Brand/Client: Cargill RAMP Primary Agency: Bailey Lauerman

Strategic Challenge Cargill developed an all-in-one starter feed for young cattle called RAMP. It was a major innovation in an industry where feeders historically created their own blends. Superior in nutrition, ease of use, and consistency vs. the old method, RAMP would have to overcome years of deeply engrained tradition. And if RAMP were to succeed, it had to do so where the business, and tradition, was most deeply seated – Texas, the cattle capital of the world. Cargill’s challenge was convincing feed yard managers and nutritionists to approach animal nutrition differently during the crucial period when young cattle were first introduced into the feed yard. Feed yard managers who agreed to buy RAMP for their yard were changing years of existing business practice. This was no small decision in the high stakes world of cattle raising where thousands of cattle, and hundreds of thousands of dollars, hinged on each feed yard manager’s decision to trust Cargill’s new product.

Objectives The Key To Success and Long Term Momentum Was A Fast, Strong Start Objective #1 Gain Influential Customers: 

Secure one (1) major customer within first 90 days of product availability

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Objective #2 Ignite Volume: 

Sell 4,000 tons by August 31, 2010

Objective #3 Grow Share: 

Achieve trajectory for 30% market share within first two years of product availability

The Big Idea RAMP: a “complete” starter feed that cattle and feed yard managers both love. Life in the feed yard revolved around eating. Cattle that were settled at the feed bunk signaled that they were now acclimated, healthy and doing what they’re supposed to be doing – gaining weight. Our idea needed to be impactful and persuasive but because feeding cattle is a business, we needed to avoid the traps of pet-like animal/human relationships. Our communications would need to be rooted in a deep and genuine understanding of the feed yard business. Our campaign line “RAMP. Right To The Bunk.” used a point of view that immediately brought to mind the impact of the transportation experience and created a link between the brand and the primary interest of the feeder, which was to quickly “get these cattle on feed.”

Bringing the Idea to Life The product would be called RAMP, a name that connoted the positive transition our product enabled for young cattle introduced to the feed yard. The logo matched the green color of the product, and incorporated the very reason for RAMP – a healthy cow seamlessly integrated into its surroundings. The tagline “Right to the Bunk,” heralded cattle’s love of RAMP. RAMP was officially introduced at the Plains Nutrition Conference (PNC) in San Antonio, Texas on April 22-23, 2010. Attended by feed yard managers and nutritionists from every major feeder in the state, including the panhandle, this event and audience formed the epicenter of Texas’ cattle operation. RAMP was launched through a series of guerilla executions including airport signage, hotel key cards, signage throughout the hotel and sponsorship of the conference’s cocktail reception. A specially blended “green” salsa was even developed and branded RAMP for attendees to enjoy at home while reminding them of RAMP’s unique color. This event was immediately followed by a strategic out-of-home campaign, targeting the areas of the Texas panhandle most heavily trafficked by feed yard managers and nutritionists. Outdoor boards were concentrated in the highest potential business areas including Dalhart, Canyon and Amarillo. Signage was placed throughout the terminal of the Rick Husband Amarillo International Airport, the area’s busiest airport. RAMP also implemented branded trucks as part of their delivery system. Because delivery trucks essentially operated as the packaging for the product, this was an important component to generating exposure and word-of-mouth among feed yard managers. Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Out-of-home executions were supplemented by a comprehensive trade print campaign using key publications like High Plains Journal and Feed Lot Magazine. This ensured we reached any feed yard managers within the Texas panhandle region who had not yet seen or heard about RAMP. Interested prospects were driven to a 1-800 customer service number to set up a sales rep visit.

Communications Touch Points TV

X Packaging Spots

Retail Experience

X Product Design

POP

Branded Content

Cinema

Video

Sponsorship

Interactive

In-Store Merchandizing

Product placement

Online Ads

Radio

Sales Promotion

Web site

Retailtainment

Spots

Viral video

Merchandising

Video skins/bugs

Street Teams

Program/content

Social Networking Sites

Tagging

Podcasts

Wraps

X Print X Trade/Professional

Gaming

Newspaper - print

Mobile Phone

Newspaper - digital Magazine - print

X Guerrilla

Buzz Marketing X Ambient Media

Other X OOH

Magazine – digital

X Airport

Print partnership

Sampling/Trial X Consumer Involvement X WOM

Transit

Direct

Consumer Generated

X Billboard

Mail

Place Based

Email

Viral X Other

Other

PR

Trade Shows

X Events

X Sponsorship

Additional Marketing Components: Pricing Changes.

Reach: Regional.

Total Media Expenditure: Under $500 thousand.

Results Objective #1 Gain Influential Customers: 

Secure one (1) major customer within first 90 days of product availability

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Result: 



Secured the largest, most influential customer within first 30 days Established strong word-of-mouth for RAMP, an asset in such a concentrated market

Objective #2 Ignite Volume: 

Sell 4,000 tons by August 31, 2010

Result: 

Sold 12,000 tons by August 2010

RAMP Sales Volume (tons) 10000

8000

Actual Sales 12,000 total tons

6000 4000

Sales Goals

2000 0

Jun

Jul Aug Sep Oct Nov Dec

(Cargill Corn Milling Division, Sales Analysis 05/10-08/10)

Objective #3 Grow Share: 

Achieve trajectory for 30% market share within first two years of product availability

Result: 

RAMP 4 Month Market share

Reached 11% market share in just first four months of launch

12% Market share 11%

10% 8% 6% 4%

30% market share trajectory

2% 0% Jun

Jul

Aug Sept Oct Nov Dec

(Cargill Corn Milling Division, Sales Analysis 05/10-08/10)

Anything else going on that might have helped drive results? No other factors.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

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