Summer Unleashed

KELLOGG'S KRAVE

In 2012 we pitched for, and won, one of the most ambitious briefs ever put out by the Kellogg’s kids portfolio. The project, first initiated by the US team, but quickly considered globally, asked agencies to help the ‘Krave’ brand use mobile to engage teens over the summer holidays.

Our solution tapped into a very simple insight: that whilst the thought of time away from school was exciting, the reality was anything but. With unemployment amongst teens in decline and many local spaces and public services being shut down, there was a growing sense of boredom and frustration amongst our target demographic, who desperately wanted to have fun and express themselves, but had no vehicle for release.

‘Summer Unleashed’ was a new mobile application— promoted on pack and through a variety of communication channels—which enabled kids to play daily brand-based mini-games in exchange for points, prizes and experiences, all designed to liberate the summer fun in everyone.

As part of the programme we engaged a suite of partners— from cinema outlets to theme parks, digital streaming services, major coffee shop owners and retailers—giving them the opportunity to gain exposure, and sell to, an often hard-to-reach audience segment.

The reception from Kellogg’s was incredibly positive, with the agency awarded the Krave account for North America, and the project commissioned for the following summer, halloween and christmas holidays.

CREATIVE | DIGITAL | MOBILE | SOCIAL

Agency: Isobar (Dentsu Aegis Network) | Work: Pitch Only