|标题||Real Fruit Winder - Orange|
|广告公司||Leo Burnett London|
|广告战役||Kellogg's Real Fruit Winder|
|产品||Real Fruit Winder|
|哲学|| Unwinding the Effects of an Integrated Campaign |
The Kellogg’s Real Fruit Winders entry shows how an integrated multi-media campaign of PR, ambient, web and TV was used to create a very different brand experience – that went far beyond simple enjoyment of the product and gave kids the means to interact with the brand on a number of levels on their own terms.
The paper also describes how an integrated approach can further enhance a brand’s value, in this case pushing sales up to £21.5m in the first year.
|导演||Geoffrey de Crecy|
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