How Collaboration, Innovation and a Performing Monkey launched Choccie Dodgers.
Burton's Biscuits was preparing to launch a new biscuit into the Dodgers family called Choccie Dodgers. Awareness of this fun brand was fairly high among its target audience, particularly since the introduction of monkey characters for 'Jammie' and 'Toffee' in 2011. But engagement was dropping. They needed to get families involved with the brand again, and make the monkeys more accessible. 'Dodger Number 1' was created - an exciting sing-off that introduced a new monkey, 'Choccie', and pitched the three monkeys against one another in a music battle.
The campaign needed to get families involved with the brand again, and make the monkeys more accessible. It was crucial the campaign embraced 'family moments.' Parents needed to see their children enjoying the product so they would be more likely to buy it.
UM created an exclusive, first-of-its-kind TV partnership that not only put 'Dodger Number 1' smack bang in the middle of the show but actually enhanced the audience's viewing experience by enabling them to get more involved. The commercial was placed first in three consecutive BGT breaks to follow the narrative of the show, and created a campaign that followed the monkeys through audition stages to a nail-biting sing-off, before directing viewers to a bespoke Dodgers website where they could watch the audition videos in full and vote for their favourite act.
Over 1m views of Dodgers video content driven by the TV exposure indicated huge levels of engagement, and perception and awareness of the brand increased across all metrics. Sales increased 22%.
"Investing solely in one media owner was brave, but it fundamentally changed Burtons' approach to communications, and forced us all to innovate. The result was an exciting, engaging and unique family TV experience." Rob Bellass, Group Business Director, UM London