CASE STUDY: Mondelez Brings Discovery to Mums & Kids with Barny

Provided by Arc Worldwide
To launch Barny to the UK market, Arc invited Mums and kids to explore Barny's world at family events during Summer 2013.
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What was the Challenge / Background of the Campaign?

Although Barny was a well-seasoned traveller across many European countries, he didn't arrive in the UK until 2013, and so to support the UK launch, we created an engaging live brand experience to introduce mums and kids to Barny's world. We needed to make Mum believe in the product and understand that Barny is a wholesome healthy snack for her child with no artificial colours or preservatives

What was the Solution?

Arc London embarked upon a summer tour, visiting a number of large family events. Bringing excitement and novelty for kids and providing educationally rewarding content to engage and impress mum, the experience was carefully constructed to present Barny's world in an exciting, fun and wholesome way. An interactive wall incorporating Augmented Reality animations of Barny's 'friends' which came to life when triggered, offered simple facts about each character, and there was also an activity area with traditional tasks focusing on insects, birds, trees and flowers.

What were the Results?

The 2013 tour reached 350k households leaving a target of 650k for 2014. The team distributed 287k Barnys over 13 live days and sales data shows that the product consistently smashes the 100bpm (bears per minute) barrier. Barny is now the no. 2 selling kids healthy brand and Mondelez are on track to exceed their 2013 end of year targets.

What were the Key Learnings of this Campaign?

Children were our toughest audience. Whilst parents were impressed with the AR technology and the interactive wall and mum felt reassured by the wholesome messages and brand values, it's vital that we remember that kids aren't easily excited by technology unless it's brand new and has never been seen before, so we need to keep the activities fresh and engaging through 2014 to ensure a lasting memorable experience.
BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500kMums with kids aged 3-6 yrs - Reach 1 million over 2013/14
0 - 9
25 - 34
35 - 44
Main Shopper
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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