Kellogg's new snack brand 'Cheez It' recently entered the market with a humour-led commercial campaign. 'Humour' was the core personality of the campaign and the media objective aimed at capturing the huge youth market that would respond to the 'wacky humour' in the brand personality. Media agency on the account is Starcom.
Channel [v] was assigned the task of coming up with an innovative creative solution to help strengthen 'Cheez it' amongst its youth audience. And it led to Channel [V]'s wacky, 'Cheez It Cheez Off Contest'.
A spot was created for the contest featuring two of the Channel's leading VJ's Yudi and Gaurav. The viewers are asked to dial a number and leave the channel a rendition of their favourite song incorporating the words 'Cheez It' into the lyrics. Two of the wackiest renditions can win themselves the grand prize of a trip to the land of 'cheez', Switzerland.
Ravi Kiran, General Manager, Starcom Worldwide says, "The success of this contest has reaffirmed our conviction in the endless possibilities in connecting with the customer, once the advertiser, the media owner and the agency have started cooperating with, instead of competing against, each other."
And according to RC Venkatesh, MD Kellogs India, "It was a very well thought out contest - one that integrated the Brand name itself in an entertaining, wacky way with the contest name. It gave us additional brand name visibility (critical for a new launch) while re-affirming the brand's core differentiator of cheez and fun and entertainment."